University eyes rebrand of iconic ‘W’ logo — and wants your input

The University of Warwick has launched a consultation with students as it considers major changes to its brand identity, including ditching its iconic two-triangle logo.

The so-called ‘Brand Evolution’ is aiming to modernise the University’s image as it approaches its 60th anniversary in 2025.

An online survey running from 1 to 16 October has presented respondents with three new ‘visual concepts’ for what a redesigned brand identity could look like.

All three incorporate to different extents the motif of an “unshackled bear”, based on the heraldry of the Earl of Warwickshire which currently sits in the bottom-right corner of the University’s ceremonial crest.

By unshackling the bear from the ragged staff, the bear has freedom to explore. It is now the master of its own destiny

Brand Evolution survey description

The current symbol depicts a bear chained to a ragged staff. In all three new visual concepts, this bear has now been separated from the staff.

In the words of the brand survey: “By unshackling the bear from the ragged staff, the bear has freedom to explore. It is now the master of its own destiny.

“The unshackled bear represents strength, bravery, and huge presence – characteristics of the University as identified from stakeholder engagement.”

The three new brand concepts base themselves on this to varying degrees.

A first concept would see the bear standing alone beside text reading ‘University of Warwick’, whilst a counter proposal would incorporate the ragged staff, enclosing both it and the bear within an oval emblazoned with the University motto: “Mens agitat molem”, or “Mind moves matter.”

The third concept takes the University’s ceremonial crest and ‘modernises’ it. The design is recoloured to uniformly black and lilac, with one of the two atom symbols, representing STEM subjects, replaced with an open book to represent arts and humanities.

The bear, of course, is unchained from its staff.

The refreshed brand aims to strengthen Warwick’s reputation globally and better align it with our values and ambitions for 2030 and beyond

Helen Thorne, Warwick Strategic Campaigns Manager

Beyond visual concepts, the survey further asks respondents to weigh in on what it describes as two “positioning statements” for the University brand.

These are ‘Beyond’, a term intended to embody the “vast, unconstrained, tenacious heart of this institution”, and ‘UltraExploration’, meaning the “relentless search for explanation”.

Helen Thorne, Strategic Campaigns Manager for the University, explained to The Boar the reasoning behind the potential rebrand.

She said: “The refreshed brand aims to strengthen Warwick’s reputation globally and better align it with our values and ambitions for 2030 and beyond.

“We want to amplify the impact of our world-leading researchers and educators and showcase how our work contributes to positive change in the world. Our brand should reflect these ambitions and be something we are all proud to share.”

We believe Warwick’s brand should reflect your experiences and aspirations

Helen Thorne, Warwick Strategic Campaigns Manager

Notably, this is far from the first rebrand undertaken by the University in recent years. In November of last year, Warwick announced a brand ‘simplification’ which standardised its existing two-triangle logo into a single colour and format.

Now, however, that design may be abandoned amid unhappiness at the logo’s perceived lack of distinctiveness.

A small survey of students conducted by the Brand Team found that almost none of the participants could draw the University logo from memory.

The potential rebrand, then, would be intended to change that, and hopes to engage students to achieve this.

Ms Thorne explained: “We want as many students as possible to share their views on the proposed concepts because students are at the heart of Warwick’s community.”

She added that: “We believe Warwick’s brand should reflect your experiences and aspirations. By taking part in the survey, you can share your thoughts and help guide the University’s next steps.”

The Brand Evolution survey can be accessed here, and closes at midnight, Wednesday 16 October.