Not everything needs to be branded. Case in point, the memorial service for the victims of the Tucson, Arizona, shooting on January 8. While I’d like to think that the parties responsible for designing a logo, putting it on t-shirts and leaving said t-shirts draped over every chair in the auditorium had their hearts in the right place, I honestly can’t imagine what they were thinking. It was supposed to be a time to collectively grieve, console and honor. Not condense things into a rallying cry fit for tchotchkes.