Officials at The University of Memphis are proposing a plan to change the school’s trademarked seal in an effort to update its image.
The proposed change is part of The University’s broad-based initiative to more effectively market the school’s image, mission and goals.
The current seal is a variation of a logo introduced in 1962 and its redesign will mark the ninth such change made since the founding of the school in 1912.
“We are interested in changing the image of The U of M, to raise awareness of what we are and to bring awareness about our quality of education,” said Linda Michael, associate vice president of the Marketing and Communications department at The U of M.
While the numerous changes to the seal have retained the pictorial qualities of the original, the current marketing and design team has not ruled out a complete overhaul of the insignia.
“We have toyed with several different ideas, but the project is still in its early stages,” Michael said in an interview last month.
Meanwhile, the project has been put on hold due to funding shortfalls from the state that have led to “across the board” budget cuts at The U of M.
However, members of the design team said they hope to resume the project in the near
future.
Michael added that the department will likely seek funding through private donations at an appropriate time.
But in light of the heavy budget cuts at The University and the turbulent economic climate of the nation following the Sept. 11 terrorist attack, Michael could not indicate when, or if, the project would resume.
“It is not an ideal time to solicit funds, particularly in light of Sept. 11,” Michael added.
The Marketing department has been working for more than two years to revamp the visual trademark of the school, and has considered the opinions of many university employees in the creation of several possible variations of the new logo.
Research conducted by the department indicated that students, faculty and other Memphians did not relate to the current logo, which resembles a coat of arms imprinted with four distinct symbols chosen to reflect the ideals of The University.
Ronald Alford, director of creative services in the Marketing and Communications department, said some of the symbols are derived from the seal of the state, which was adopted in 1796.
The current symbols on The U of M seal depict the book of learning, the torch of knowledge, industry, and agriculture and commerce.
“We asked hundreds of people in focus groups and in the provost’s and president’s offices, but no one could tell us what they really stand for,” Michael said.
When the insignia is changed, everything displaying the old crest will have to be altered, such as school signs, university-owned vehicles touting the crest, and all of the spirit merchandise in the University Store and the Tiger Bookstore.
The cost of remodeling campus signs alone could be quite expensive.
“We’ve been taking inventory, which is changing as we go because of signs still going up on campus, so we don’t know how much it will cost,” Michael said.
The process would probably take several months to complete, due to the magnitude of the changes, Michael said.
When former president V. Lane Rawlins left The U of M, the project was “in limbo,” according to Michael.
But current president Shirley Raines has supported the change, Michael added.
The Marketing department has said different ideas are being considered for when planning resumes.
Though plans are currently on hold, some of the changes will include deciding on uniform blue and gray colors, Michael added.
The goal of the Marketing department is to find a logo which serves as a symbol for The U of M and that is easily recognizable.
“I think it is a very positive thing for The University,” Michael said.
