Another article written by Julie L. Nicklin on The Chronicle of Higher Education called Colleges Hope New Logos Will Help Them Sell More Merchandise talked about colleges/universities changing their logos and marketing strategies in order to get more money into the school.
Colleges are hiring graphic artists, image consultants, and advertising firms to spruce up their old logotypes and sports mascots, or to create altogether new ones.
Changing logos isn’t new. Many colleges over the years have changed or revised them, often by snipping ideas from clip-art books or taking suggestions from students, alumni, or friends. What is new is that colleges have become more deliberate about how they’re modifying the marks, officials say.A distinctive logo, college officials say, sets an institution apart in the eyes of alumni, donors, and students.
“We’re dealing with the MTV generation,” says Tom Myers, vice- president for enrollment services at American University, which unveiled a new logo in October. “Consumers are much more sophisticated. We’re looking at how this is done in the business world. And in the business world, image is everything.”
But some colleges warn that how much money an institution spends on a logo, and how it tackles the adoption process, can determine whether students and alumni will buy into the new symbol. Others worry that this logo mania could be helping some companies to profit in big, unjustified ways from the collegiate market.
Adelphi University says three companies each wanted to charge it as much as $150,000 to create a new logo. Instead, Adelphi hired a small graphic-design company, which charged $40,000.
One reason colleges are interested in jazzing up their logos, licensing experts say, is the stalled growth in the $2.5- billion national collegiate-licensing market in recent years.
While many on the campus have embraced the new symbols, some A.U. students aren’t happy with what they call the corporate approach the university took in adopting them.
Steven E. Lott, campus-news editor of The Eagle, the student newspaper, says administrators should have asked for students’ input rather than handle the effort themselves.
“A university is more than a corporation,” says Mr. Lott, a sophomore. “A university is a community more than anything else, and when you don’t include the community in a decision that affects us all, that’s an error.”
A.U.’s Mr. Myers says students were consulted informally.
As Lehigh watches the new dollars roll in, though, some observers can’t help wondering how long it might be before the Mountain Hawk gets a wing job to lift sales even more.
This was published in 1996, so the interesting fact about this article is that their logo has indeed changed, completely. The Eagle logo is no longer their mascot as Lehigh has predicted and it has changed to a very sleek black Panther, but still a predatory species.
There has been many rumors that Sweet Briar College may change their mascot as well, from the Vixen (fox) with pearls to a Rose, but these rumors have not been proven to be correct. It seems that colleges/universities need to change their marketing approach in order to raise enrollment and keep their schools thriving.