Recently, the University of Waterloo has undergone a re-branding and logo change. Here, side-by-side is the old logo and the new logo…
The new logo for the University of Waterloo has been the subject of much criticism and ridicule over it's simplicity and appearance of being amateurishly designed. Generally, I prefer not to comment on new logo developments on whether they are "good" or "bad" and I will refrain from making such a subjective statement. This is because I have not been involved in the process of the logo development and therefore not aware of the situations and the circumstances that led to the new logo. I will make note on some basic principals that I believe the new logo should have incorporated to make it stronger.
Legacy
When branding for any institution, such as a University or Hospital there is always the legacy issue. I believe that the new logo may have been more accepted had it tried to connect with the previous logo in some way. This is a radical departure and is sure to surprise and confuse alumni, staff and all others involved with the University. I'm not saying it's wrong to do a radical change, sometimes it's completely necessary, but sometimes, having a connection to the past and what is familiar, is an easier pill to swallow for those who are apposed to change.
Reproducing the logo
Any logo, no matter whom it is designed for should take into account multiple use applications at multiple sizes. This means that it should be able to be reproduced at a very small size in one colour to billboard size in full colour, and everything in-between. I'm concerned that the above logo, at very small sizes, will lose the fine details of the coloured lines within the logo. When that happens, all that you will have left is a W, and that brings me to my next comment.
It's uniqueness
Any logo, no matter who it is for, should be unique and speak of the organization that it was created for. With the new logo for University of Waterloo, one could replace the words University of Waterloo with any organization with a W in it's name. How about, Waterloo Pyrotechnics Inc., Wattles Insurance Brokers Ltd., or The Water Warehouse Inc. The new logo is not seem unique enough.
How can your business benefit from the New University of Waterloo logo?
If you are considering a re-branding of your organization, it's essential to consider the legacy of your existing brand. While it's always good to start fresh, you could be confusing and surprising your existing customers that may not be ready for such a radical change. There are ways to ensure that a re-brand modernizes your company's brand, but still maintains the integrity of the company and what it stands for.
What do you think?
Let me know what you think of the new logo and my comments. Do you agree or disagree?
Ciao,
Robert Scozzari
personally i don’t care for it…yes i’m criticizing. it comes off as a logo for a night club rather than an educational institution. i guess that’s fine if your target market is night club people who want to go to university.