My M.A. institution has spent $80K for a new logotype/brand identity, The old one incorporated the silhouette of campus landmark Memorial Hall (where I saw Sonny Rollins in 1984, while I was a student at another college a few blocks away):
The new one, meanwhile, looks like this:
The old logo admittedly looked a little dated, particularly the typeface of the K in the logogram. However, the new one? Well, I think this is significant:
The new logo resembles the interlocked U and K used by UK Athletics, and would be used by faculty, administration, colleges and departments on their letterheads, in emails and in other instances of using the UK brand.
[…] Nike created the interlocking U and K, [the branding company’s Chief Creative Officer David] Coomer said, but said the logo is more than just a design, it is a way to unify three important parts of campus: HealthCare [sic], athletics and academia.
[…] The interlocking U and K strongly resembles that current athletics logo, which Coomer said can act as a recognizable and timeless symbol of the university as a whole.
Now, I often hear that athletics are “the front porch” of the institution for colleges and universities. Still, I find it both disconcerting and sadly appropriate that UK has chosen to represent itself not with a lovely and historic academic building, but with a logo from Nike. (And I have no doubt that University Diaries will have an “I told you so” response as well.)
Of course, I needn’t have looked that far. Even here at Mondoville, we have two logos — one athletic, one traditional. Guess which one is on our web page? Here’s a hint: It’s our virtual front porch.