Rename the E-ELT!
The E-ELT is the European Extremely Large Telescope, a planned 42m diameter telescope currently undergoing its design phase, and scheduled to see “first light” around 2018. I propose here to abandon the name E-ELT and rename it to something more catchy. Why?
The current name is simply cumbersome and difficult to memorize, for the public as well as for funding agencies. Nowadays public relations is rather important even in science. Why was “Hubble” so successful, in the sense that almost everybody, even “average” people on the street, know about it? One reason certainly is because 1% of Hubble’s observing time was assigned to take “pretty pictures” that can be used for public relations work. That helped making “Hubble” popular. I think that another reason is the catchy name.
The “Hubble Space Telescope” (HST) was named after Edwin Powell Hubble, a US-american astronomer who discovered that Galaxies move away faster from us the farther they are away from us (i.e. the expansion of the universe). Of course it is a bit of luck that this important astronomer also had such a catchy name that suited well to name a telescope after him. If we dig a bit into European history of astronomy, we might come up with a good name as well. Kepler and Herschel are unfortunately already taken… Previously a 100 meter telescope was planned, and that project had the name “OWL” (”Overwhelmingly Large Telescope”). Admittedly, the full name is not at all better than “Extremely Large Telescope”, but the acronym OWL is still very nice. Why not keep the name for the current, shrunk project?
Another problem: How should one translate “E-ELT” into something sensible into all the European languages? The US have the “advantage” of having one common language, whereas in Europe we have to deal with a multitude of languages. At least 10 are represented by the current ESO member states, a number that will almost certainly increase with new members. If the E-ELT should become popular in all of these, a name has to be found that sounds nice in all (or at least in most) of them. After all, names of historical astronomers do not need translation. Last but not least I would like to mention that the European Southern Observatory ESO gets mixed up a lot with ESA, the European Space Agency. It is time to make ESO more popular!
On the other hand, one should mention that the American competitor of the E-ELT, the “Thirty Meter Telescope” (TMT), doesn’t have a very catchy name either. Sounds rather geeky. So, we are in good society.
This is an exceptional entry in my blog in English, since it is aimed at my fellow astronomer colleagues. In any case, I am looking forward to suggestions of names from readers. Unfortunately, I feel unable to start a competition on that, nevertheless I will forward serious suggestions to ESO (Director General and the Public Outreach Department), if there is enough support.
Cheers,
Stefan

