EDUCATION MATTERS: Aston University Pays Pounds 65,000 for Orange Triangle Image
Byline: By Tom Scotney
Aston University has unveiled a new brand to help it to compete better in the increasingly competitive higher education market.
The change will see the university's new logo - an orange triangle representing the shape of the campus - on buildings, signs and stationery at the city centre site later this month.
The rebranding exercise cost Aston a reported pounds 65,000. But it stressed the change would not be paid for from teaching or research funds, as it was part of the university's business plan.
With universities battling for students and funding, vice chancellor Professor Julia King said a new brand had always been a priority for her since she started at Aston last year.
The new logo, which was designed with the help of leading London image company Spencer Dubois, will first be seen later this month, and will eventually be introduced across the whole campus. A university spokesman defended the cost of the rebranding exercise and said there were very sound business reasons for the amount of money and research that had gone into it.
"A project of this nature is a massive undertaking," he said. "It is time-consuming, complex and due to the subjective nature of design, sometimes controversial.
"But we identified five very good reasons why we needed to create a new brand and why we settled on the final designs.
"Firstly, Aston University's new strategy provides a very clear set of objectives, challenges and targets up to 2012 and many of these rely heavily on us having a strong reputation, a high profile and a solid brand identity which will continue to take us forward.
"It is also vital that Aston has a brand that is flexible and can be adapted for the diverse audiences we need to attract regionally, nationally and internationally.
"We need to respond to changes in the higher education sector too, we need to show we offer value for money to our students first and foremost but also increasingly to our corporate partners as well. …