If you only look at the reaction expressed in the local newspaper, one would be led to believe that the recent logo change at the university was the greatest mistake of all time. As a person that works for marketing communications, I can say that the story lacked some details that should have been pointed out about why the university made the decision to change the logo in the first place.
A delay occurred in issuing graphic standards for both the university seal and the use of the logo, and the university agrees it was an oversight on their part to not consider the opinion of students. Other than these minor mistakes, the university was not in the wrong when they made the decision to change the logo.
Another thing that should be taken into consideration is the practice of standardizing a single logo that should be used together with the university seal. Many businesses forget the importance of standardizing their logo marks and write up clear and distinct rules for the way that they will be used in order to avoid problems with recognition and public awareness that can be caused by logo confusion.
Trying to immprove upon what was once a confusing and fragmented graphic identity was a smart move on the part of the university's administrators. It may seem like a simple project, but designing a new logo is an extremely difficult task, especially if that logo is used to encompass such a diverse institution and student body. It can be overwhelming to try to create a logo which represents an institution that focuses on sports as much as it does sciences. In fact, designing a logo for a university is an even larger undertaking than designing a logo for a company that has a clear-cut message, because a university is so diverse.
One of the shockers of the situation was the reported $20,000 that was paid to a logo designer by the university, but that amount is really nothing considering what is going to be spent on printing and any other costs that are associated with conveying identity. Anytime a well known institution has a new logo designed, people are going to find reasons to hate it, and some of them are as follows:
People generally do not embrace change easily, and this is even more true when it involves symbols that people have an emotional investment in. Logos can also provide a grappling point for those who have existing issues concerning a particular business. And there are those who think they can judge someone's work who has been professionally changed even though they have never even passed an art class.
Some time will be required, in order for a new logo to be accepted. When a university has gone well over a century with a clear standard only for the seal and a vast array of both logo marks that are unofficial and familiar typefaces, it is naive to expect a quick solution. There are some people I know of who refuse to use the new logos of their companies, regardless of the facts that they have been warned by their bosses to stop it. The reason they weren't fired is because even the bosses seemed to have a problem with changing something they had become used to. It should be to no one's surprise that there are many individuals that hang on to the old ways.
There is no doubt that the administration could have done more to get the student body involved in the process, but it should also be apparent that it is impossible to please everyone with an undertaking this large and bringing too many ideas to the table could stymie the process.
Logos should aim to be familiarly expressive, unique, and easily understandable when different types and electronic media are used to display it. The logo should not leave ambiguity about the direction of the university and should also present a unified public image via the standards manual. This new logo fits into these standards, or should fit shortly. It is definitely a better looking design than what was in place before.
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For more information on design check out crowdsource logo design .Further education on the subject of design can be found at Graphic design work .
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