Last May, University of Akron President Scott Scarborough faced heavy criticism from faculty, students and alumni over his decision to rebrand the university as Ohio’s Polytechnic University in an effort to distinguish the institution and grow enrollment.UB last year hired Ologie, a national branding firm based in Columbus, Ohio, to assist in determining the university’s “strategic identity” and in creating a more clear and cohesive message around that identity. Ologie partnered with another firm, Marshall Strategy of San Francisco. The firms were awarded a $314,000 contract.Ologie also recently worked with West Virginia University, the University of California system and Missouri University of Science and Technology.New York will still be part of the university’s athletic identity, through a new tagline that will be used in marketing materials, “New York’s Public Powerhouse.”Athletics Director Allen Greene said the prior branding with the New York emphasis stimulated discussion about UB’s stature in New York and was “a tremendous success.”Under the new brand strategy, athletics will be unified with every school and department at UB, making the program even stronger.”Our research also showed us that ‘Buffalo’ has a very strong place in the hearts and spirit of the UB community,” he said.Changes to uniforms, courts and fields will be phased in starting this summer, said Greene.The branding initiative also will attempt to clear up longstanding confusion about the university’s name.
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