Madonna. Cher. Beyonce … And now, UCONN?
We’re now on a one-name basis with the University of Connecticut, which announced last Thursday that it was switching to “one primary visual word mark for the entire institution,” according to UCONN President Susan Herbst.
“As an institution with a global reach, we must compete at a high level for virtually everything: students, faculty, staff, grants, awards and donations, to name a few,” said Herbst in a letter to the university community. “And when we compete, we need to present ourselves at our very best, because how key audiences perceive our academic strength and overall reputation influences the choices they make. Our image also plays an important role in reinforcing and building pride in UConn for our alumni, fans and supporters.”
The university is also prepping UCONN students and fans for the unveiling of the new Husky Dog logo, which will occur on April 18. Both the Husky logo and the UCONN visual mark were designed for free by the artistic team at Nike.
“And contrary to speculation, the Husky will not appear to be mean, snarling or capable of frightening small children! Instead, he will be rendered as the sleek, beautiful animal a real husky truly is,” she said.
Thank goodness for that.
Herbst addressed public uneasiness about rebranding such a tried-and-true organization to the Hartford Courant. “I can tell you that when you talk about marketing and branding a university, I still get slightly queasy — a reflexive reaction,” she said. “We’re not a breakfast cereal and we’re not a detergent.”
Yes, but you ARE a brand.
As a UCONN alum, I’m happy to see the university following in the footsteps of institutions like UCLA and MIT. The new logo is bold and strong. It positions UCONN as a premier university with a distinctive and identifiable brand. And the UCONN acronym is one students, fans and alumni already have high level of comfort with – we’ve shouted it at enough basketball games.
U-C-O-N-N, UCONN, UCONN, UCONN!