Many signees are Loughborough graduates and now professionals in marketing and design. We understand the resistance and controversy that often surrounds brand redesigns. This is not a petition against change, it's a petition against bad brand design.

Loughborough University has been consistently ranked a top 15 UK university and has established a history of awards as the "best student experience".

The purple and pink shield emblem has become iconic in attaching these ideas of prestige, heritage and respect.

The new brand identity instantaneously loses all of these values.

This significantly devalues the brand for stakeholders including all students, staff and alumni.

A great example of this is the simple display of Loughborough University on a personal LinkedIn profile. The new logo completely devalues all sense of quality as a trusted academic institution.

We request that you revoke the 2015 Loughborough University rebrand.

For information on why this rebrand failed, please read our update: https://www.change.org/p/loughborough-university-revoke-2015-rebrand/u/10600256