The University of Portsmouth have been criticised following the revelation that they are spending £800,000 on a rebrand – which includes a new logo design. This expenditure comes despite the University ordering several departments to slash their budgets in a cost-cutting exercise. Departments were asked to cut costs by around 5-7%. The University haven’t revealed their exact payments to design agencies, though judging by the total figure, it seems that the rebrand has been an expensive job to undertake.
The figure of £800,000 comes from a recent Freedom of Information request, which released some financial statistics relating to the University. The request revealed that the University specifically set aside £515,000 to replace signs at the University – presumably to provide an update after the logo alteration. Furthermore, £280,000 was set aside to ‘review and invest in the future of our brand’. This presumably relates to the majority of work, including the new logo. As you can see, a large amount of money was spent on the rebrand.
The new logo was revealed in the summer of 2017. A 10,000 person consultation on the brand took place, which is somewhat surprising when you see the results of the new logo. While the old logo wasn’t exactly renowned for being eye-catching, it is questionable as to whether or not a student takes a logo of an institution into consideration when deciding which University to attend. The new University logo was met with scepticism by many.
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This rebrand was undertaken in 2017 to help the University celebrate its 25th anniversary – with the University having been founded in 1992. While a modernisation is always positive, it is questionable as to whether or not the money spent on this particular rebrand could have been better spent elsewhere. The fact that departments were actively told to cut costs only raises more questions of the financial system being employed by the University. Still, at least we have a new logo.