While researching about colleges/universities who have undergone some sort of media, marketing, or communications changes that had happened within the last ten years I actually came upon quite a few and learned that most schools react the same way that the Sweet Briar community is reacting right now.
I found an interesting article written by Karen Birchard on The Chronicle of Higher Education called “A Versatile Logo for a Dynamic Design School” and here are a few short snippets that represented what I am researching:
When the 135-year old Ontario College of Art and Design in Toronto became an official university the school’s name was changed to OCAD University, but as Toronto’s fourth university, it needed a new visual identity.
The university decided to work with the Bruce Mau Design company. The firm’s team worked closely with the university to come up with a brand that wasn’t a staid logo but a flexible visual identity system that can also be a mini-gallery for students’ work, since artwork can be inserted into one of the squares.
“Students play such a pivotal role in the university so it was important to incorporate them,” said Bruce Mau Design’s president and CEO, Hunter Tura. “The squares can be a frame or framework to showcase the work of medal winners every year. That means the system also becomes a visual historical record. After 20 years, it will be an index of thinking, of what was coming out of the school.”
“The squares also pick up on the university’s iconic Sharp building where the façade is reminiscent of a crossword puzzle. “It allows the university to be flexible as to how it presents itself,” said Tura.
From this article it seems that the Bruce Mau Design company included other current students opinions in the creation of the new logo and found their opinions to be very important, but there are no comments from students that attended this university within this article, so the Bruce Mau Design company could be saying they took students opinions into account when they actually did not.
One of the problems that current Sweet Briar students had with the new campaign was the fact that their opinions were not asked or even considered, and therefore kept in the dark for most of the creation of the new “Flourish” campaign. Maybe if more students opinions were considered Sweet Briar students would feel like they still had a “say” in what happens at their college?