• A university rebrand is bound to face blowback from staff, students, and alumni. After all, most universities are comfortably steeped in their existing branding: it is applied liberally to clothing, buildings, uniforms, signage, communication channels, and more.
A recent Forbes article details why university rebrands must be handled carefully.
“A rebrand in higher education is never just about design. It’s about trust. It’s about clarifying who the university is, what it stands for, and where it’s headed. And when it’s done well, the ripple effects reach far beyond graphics. It shapes enrollment, program reputation, faculty pride, and how communities and employers view the value of a degree.”
• Jerry Greenfield of ice cream giant Ben & Jerry’s stepped away from the company earlier this year because he felt corporate pressure was endangering the company’s long-standing commitment to social issues.
Now under ownership of Unilever spin-off company Magnum Ice Cream Company, the Ben & Jerry’s brand underpinnings are in danger, according to Ben Cohen, the company’s other co-founder. From a recent DesignRush article, “For decades, Ben & Jerry’s was celebrated as a rare example of a global brand that fused business with outspoken social activism. Today, supporters say the structure protecting the mission is beginning to erode. [It] exposes how vulnerable purpose-led brands can be when their long-term vision depends on owners whose incentives follow a very different timeline.”
