First thank you for your prompt response. In 5 hours of launching the campaign it's received over 4,000 signatures made up of many current students and alumni. I hope the quality response will encourage Loughborough University to take this petition seriously. In light of a hopeful response from the university tomorrow, I want to explain why this rebrand has already failed. We cannot guarantee the information from “The Tab”, but according to their source Loughborough University wanted to replace the current visual identity to make it “dynamic, organic and invigorating”. This would be great if these were the words (and the unique selling points) we understand as the brand of Loughborough University...but they are not. In fact the Vice-Chancellor and University itself seem to be at odds with this vision, because according to the official University strategy: "Our combination of world class research, enterprising outlook, unparalleled sporting achievement and excellent student experience gives rise to something that is truly special, and distinctive among the UK’s universities.”. The University strategy is perfect in underlying the principles and values that we hold to the Loughborough University brand. These should be the make-up of the brand redesign, promoting the institution's renowned features. But as stakeholders to Loughborough University, this new identity fails us, because it removes all sense of academic prestige as explained in the strategy. RBL brand agency did a great job at rebranding Loughborough Students Union and this fresh vision would really work in describing such an entity, but not to an academic institution that charges £9,000 a year and paves the future prospects of people. RBL wrote a great article last month on “how to rebrand your business effectively”. With 7 principles, it completely explains where this rebrand fails. Two of those principles are to"include the right people” and "get the process right". However, The Tab explains that "[Loughborough] uni bosses have taken the decision not to undertake a wide-ranging consultation to reduce the number of iterations and minimise the potential cost of developing and implementing the numerous changes”. RBL also states that it’s important to "engage with your stakeholders” and "tell a story". We’ve already talked enough about how the new identity fails all stakeholders and the signatures on this petition prove the lack of engagement. According to The Tab, The University justified this new logo through understanding that it’s 1996 format is not appropriate for the changing digital landscape: “[It does] not work well in today’s online environment.” A statement from the university told The Tab: “By 2017, over 70% of consumer-based internet traffic will be video/image-based and it’s important therefore that we take advantage of the advances in technology and that the university’s new visual identity can reflect this shift.” As a marketer and a digital designer I would happily call this out as false. So far only the logo has been revealed but old and new are completely similar in format: - Both use two distinct colours - Both have a simple and flat motif/emblem - Both badges fit well in a square (great for app icons, favicons etc) - Both have an almost identical ratio when put alongside the “Loughborough University” text. Finally on twitter this evening Loughborough University confirmed the original 1909 crest (not to be mistaken for the beloved 1996 shield) will be used alongside “the new device designed for our digital channels”. Unfortunately the new device is the problem; and as Loughborough University knows: digital is where content is heading. I cannot confirm the information in The Tab's article, but it sure helps us explain this rebrand fail. So please Loughborough University, revoke the 2015 rebrand. Read the university strategy and talk to your stakeholders. We miss you. University strategy: http://www.lboro.ac.uk/services/vco/strategy/ RBL rebrand principles: http://www.rbl-brandagency.com/how-to-rebrand-your-business-effectively/ The Tab article: http://epinal.tab.co.uk/news/new-look-for-looga-uni-bosses-announce-rebrand-plans/