My alma mater, the University of Miami, announced recently that it is adopting it’s sports logo as a symbol for the entire university.
The decision is backed by research that uncovered that the new logo was perceived as “diverse, modern, confident, and bold“, attributes that match what the University of Miami has become academically in the last few years.
UM may have hit the nail squarely in the head with this decision, since the “split U” logo is ubiquitous and instantly recognizable across the country (the collegiate equivalent of the Nike swoosh or the Target bulls eye).
In the “cons” column we could chalk in the negative associations that could rub off to the entire university if UM’s athletic program gets involved in some sort of scandal in the future (a scenario not unusual in collegiate sports).
Let’s hope that doesn’t happen and that the University of Miami ends up a winner with this important branding decision.
