Imperial College London has come under fire over its rebranding plans, which appear to emphasize “derogatory historical connotations”, with around 3,000 people signing a petition opposing the new logo. There is.
A spokesperson for the Imperial University and Universities Union (UCU) branch said that after informal consultation with members, it had become clear that everyone was disappointed with various aspects of the rebranding.
As part of the agency’s rebranding project, a new logo has been unveiled that removes much of the official name, leaving just “Imperial”.
“Some members are concerned about the derogatory historical connotations associated with this term and do not believe it represents the global, forward-thinking image that our association should promote.” the person in charge said. times higher education.
UCU members had also raised concerns about potential accessibility issues with the style of the new logo, particularly its typography and colours.
A spokesperson said there were also questions about the cost of the rebrand, which comes amid a cost-of-living crisis with all three unions battling with universities over pay.
“Consultations with staff regarding the rebranding… appear to have been pushed forward without proper consideration of the views of staff and students,” they added.
A petition opposing the new logo has already gathered more than 2,800 signatures in just a few days since its launch.
It reads, “Many (if not most) students dislike the new logo. The new colors and fonts look almost cartoonish and do not represent the university well.”
Those who signed the petition criticized the “ugly” logo for its “imperial connotations” and for, in their opinion, the university’s failure to properly consult students and staff.
The removal of “London” from the logo (as capital is an important selling point for the institution, especially overseas) also raised eyebrows.
Anaya Jaffer, a second-year mechanical engineering student who created the petition, told the student newspaper. felix At first, he wasn’t sure if it was real.
“As I talked to more and more people about this, I realized that everyone shared this strong aversion,” she added.
said Shenyang Zhuang, a master’s student at Imperial University. The He said he preferred the previous logo because it better expressed the university’s identity, especially overseas.
“If I hadn’t been in it. [the] Dear British people, I don’t tell people I study at Imperial, I say I study at Imperial College. ” he added.
Although it is not a legal name change like other universities have attempted, Imperial is the latest university to experiment in this area, which often ends in controversy. In 2015, King’s College London was forced to withdraw its controversial plans to rebrand to ‘King’s London’ following a petition.
An Imperial spokesperson said the rebranding would help the university compete internationally.
“We developed our brand identity with ideas and feedback from thousands of students, staff and alumni. It reflects our community’s ambition, creativity and diversity, and Imperial’s commitment to the future. proof of this,” they added.
“Importantly, we worked with professional organizations to ensure the inclusivity and accessibility of this work.
“We have developed a modern, confident and expressive visual and linguistic identity, rooted in our scientific tradition, that underlines Imperial’s purpose, vision, strengths and impact, and that will help us compete in a crowded competition. It differentiates us in our environment.”