Lo-go? :: Wessex Scene Online

Lo-go?

3rd May 2007

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The dolphin is the established symbol of Southampton University and is instantly recognisable to nearly all Southampton students… do we really need to get rid of it?

It is true that it can appear overbearing, seemingly bleeding into every aspect of university life; but this does not seem to harm anyone, or stifle them in any way.

Would the money earmarked for this re-branding be better spent on other things? Business re-branding is often an expensive affair, and it could be argued that Southampton would be better served by investing the money they would use for this project in continuing to improve the high standard of teaching and the value of the university ‘experience’ for its current students, thus enhancing its reputation and standing through an improvement in quality rather than just image.

However, if the current logo is not doing justice to the package the University currently provides then evidently it would be in the best interests of all concerned to create one that does. This would be beneficial not only for the University, but for us students also, as anything that aids increases Southampton’s national and international status ultimately increases the favour with which our degrees are looked upon.

How many students choose which universities to apply to based on the logos of those establishments? How many employers choose who to give a job to based on the logo of the university they went to? Perhaps not a great deal, but clearly some will, and as such it is important for Southampton to be represented by an image that not necessarily sums up what it stands for or any of that management/marketing-speak, but nevertheless one that reflects its position as a leading UK university with a tradition and heritage to rival its Russell group peers.

The dolphin’s modern-look shows Southampton to be a forward-looking institution that embraces modernity and change, conducting cutting edge research and teaching. However, the inescapable fact is that logos of this sort are generally not associated with universities of the standing among which Southampton wants and deserves to be considered.

If people can be made to view Southampton (rightly) as a class educational establishment, the quality of teaching and experience will be enhanced, and the University will attract better students and staff, more money for research, and give extra value to our degrees.

As long as it does not cost an extortionate amount, University re-branding seems worthwhile.