I’d been keep­ing the name “Street­Com­put­ing” around because… it fit like an old shoe. I now think it’s kind of ugly, and it’s been hinted I should do away with it a hand­ful of times, but I’d kept putting it off. Brand recog­ni­tion and all that, at least with the folks at school, many of whom remem­bered it from Year 10 (when, it must be said, the audi­ence from that part of the world was many times greater than what it has been ever since. Mostly as a result of the pro­lif­er­a­tion of videos in which stu­pid things were done, and, I would haz­ard, the fact that I wrote as though I were com­pletely illit­er­ate). But those days are done. And, fur­ther away from the Real World, your site could be called “The Hip­popota­mus Tsar; or, The Adven­tures of One Irrel­e­vant Title to a Land Not So Far Away” and do per­fectly well by the search engines, assum­ing you had the con­tent to match it.

Rebrand­ing in a com­mer­cial con­text is risky. But I just made this site look like a white­washed wall, and have sig­nalled my gen­eral lack of inter­est in com­plex aes­thet­ics here at this par­tic­u­lar point in time. Fur­ther away, per­haps, but that’s some­thing entirely sep­a­rate. I’ve got three designs in the works at the minute, one of which is this site, another of which is less aus­tere but cer­tainly not what would read­ily be described as “busy”, and another I envis­age [hav­ing not yet com­menced its design out­side of my head] will be a fair dis­tance from #fff (white, for those non-geeks in the audi­ence) and hope­fully more visu­ally com­plex than the other two. I say this so every­one is aware I’m not a lost cause to this whole sparse design thing. I just wanted change, but change is iso­lated site-by-site.

So whilst I’m rip­ping down the estab­lish­ment in that sense, I may as well do the same thing with the name! I strug­gle to define a pur­pose for this site, which is an over­whelm­ingly good thing (I think) at this par­tic­u­lar point in time. It means I am not con­fined by the tyranny of Pur­pose and its twin, Ratio­nale. Nepo­tism runs rife.

And, see­ing as I have this domain here, it does make quite a lot of sense to make the blog name match the domain name, for as long as the blog remains the key com­po­nent of the domain. Street­Com­put­ing would have been a con­ve­nient iden­ti­fier had my blog related to com­put­ers and been of approx­i­mately equal or slightly less than equal (either way) impor­tance within this domain space, but it doesn’t relate to com­put­ers for the most part, and I’m not keen on split­ting up blogs into sep­a­rate nerdery (lan­guage), geek­ery (pure IT), tech-ery (unsure about the appro­pri­ate­ness of that suf­fix there, but per­tain­ing to A/V) and web-ery (CSS/markup/occasional server-side) blogs.

Though I am tempted. I could call one of them “Cas­cad­ing Style Street” ;-)

Any­way. This is now called Joahua.com. And that was a really lengthy explanation.

My con­cern now is chiefly for Georgia’s cap­i­tal J, on which the lower serif (there’s prob­a­bly a more pre­cise typo­graph­i­cal term) seems dis­pro­por­tion­ally large:

That aside, this whole change thing is fun. Can you tell it’s [nearly] the end of my HSC? ;-)