Spring Break
Facebook petition sinks revamped logo
Derek Schlickeisen
Issue date: 9/12/07 Section: Focus
""We chose them because they had worked with higher education clients in the past,"" said Michael McKenna, the College's vice president for Communications and a member of the committee that approved the final design. "But it would have been ironic that a symbol that was intended to bring the community together was instead creating friction. After conferring with President Liebowitz, it was decided to honor [the protestors'] feelings."
The many members of the protest group shared a few key objections to the logo.
"When I first saw the new Middlebury College logo, I quickly checked the calendar to make sure it was April 1st," said Franco in her invitation to the Facebook group. "After discovering that this was not the case, my next reaction was to assume that Vermont had successfully seceded from the Union and we were now part of Canada."
Franco's thoughts on the logo echoed most students' objections to the non-descript leaf: while some thought it resembled the Canadian maple leaf, others were reminded of a marijuana symbol and still more felt it gave off a "corporate" vibe.
"Though it is an innovative and smart branding tool, the logo seemed highly corporate," said Noelle Bullion '08, who worked as a student member of the design committee last fall before traveling abroad. "I had feared this since Chermayeff & Geismar is a firm that has a history of successful corporate branding."
While many students objected to the substance of the new logo, others were turned off by the College's seeming hesitance to consult students before launching the new identity.
"After doing some research I realized that this logo had been somewhat created behind our backs," said Benepe. "I know that the intentions were good but it was only shown to a small percentage of students."
McKenna, meanwhile, argued that his committee made a strong effort to involve students in the design process. In addition to Carolyn Barnwell '07 and Bullion, the student members of the committee, McKenna and his colleagues consulted members of the Student Government Association (SGA) and the environmental Sunday Night Group.
The many members of the protest group shared a few key objections to the logo.
"When I first saw the new Middlebury College logo, I quickly checked the calendar to make sure it was April 1st," said Franco in her invitation to the Facebook group. "After discovering that this was not the case, my next reaction was to assume that Vermont had successfully seceded from the Union and we were now part of Canada."
Franco's thoughts on the logo echoed most students' objections to the non-descript leaf: while some thought it resembled the Canadian maple leaf, others were reminded of a marijuana symbol and still more felt it gave off a "corporate" vibe.
"Though it is an innovative and smart branding tool, the logo seemed highly corporate," said Noelle Bullion '08, who worked as a student member of the design committee last fall before traveling abroad. "I had feared this since Chermayeff & Geismar is a firm that has a history of successful corporate branding."
While many students objected to the substance of the new logo, others were turned off by the College's seeming hesitance to consult students before launching the new identity.
"After doing some research I realized that this logo had been somewhat created behind our backs," said Benepe. "I know that the intentions were good but it was only shown to a small percentage of students."
McKenna, meanwhile, argued that his committee made a strong effort to involve students in the design process. In addition to Carolyn Barnwell '07 and Bullion, the student members of the committee, McKenna and his colleagues consulted members of the Student Government Association (SGA) and the environmental Sunday Night Group.
Viewing Comments 1 - 10 of 25
bkr81
posted 9/12/07 @ 9:33 AM EST
"High profile design firms" also brought us the Edsel, New Coke, and the Pontiac Aztek. A clinker and a stinker. (Not they asked the alums' opinion, either). (Continued…)
Mary Claire Carroll
posted 9/12/07 @ 9:35 AM EST
As a parent of a Midd student I am frustrated that the college spent so much money for an ugly logo that doesn't reflect the college or Vermont. There are many Vermont firms who design for big corporations all over the world that could have done it better. (Continued…)
Chris
posted 9/12/07 @ 9:47 AM EST
I think that the correct "old saying" is: a camel is a horse designed by committee. No wonder the logo looks like a child designed it.
joseph
posted 9/12/07 @ 11:15 AM EST
Ol' "Coll Med Virid Mon" will do just fine, thanks. Its Latin is just stuffy enough and its sound just silly enough (pronounce the vee or is it W?) for all tastes. (Continued…)
CDG99
posted 9/12/07 @ 12:35 PM EST
"(Not they asked the alums' opinion, either)"
Amen to that! We're asked for money every year, we're asked to volunteer time to interview prospective students, we're constantly reminded of our "vital" importance to the future of the college, and yet, when the college decides to trash part of our memories, history, and in fact, the very seal that adorns our diplomas, we're not even included in a post factum announcement of the change. (Continued…)
Zarrow
Susan
posted 9/12/07 @ 12:51 PM EST
The new logo is almost identical to the Star of Bethlehem design used in many quilts. It is a Christian religious symbol and it is wholly inappropriate for use as the Middlebury logo. (Continued…)
Nate
posted 9/12/07 @ 12:53 PM EST
Wow! What a great job these students did organizing! Though McKenna might think horses are better than cows, others might want something useful and good to eat--and he just wants to run around looking pretty! Cheers to student involvement & Sarah and Alex! (Sarah, have you thought about running for public office?)
Mary
posted 9/12/07 @ 10:27 PM EST
I am proud of the sensible activism these students have taken up to oppose the adoption of this confusing and expensive new logo. Kudos to Sarah and Alex, who were paying attention, and to all the students that supported them! The whole notion of a new logo was silliness and a waste of money. (Continued…)
Jon
posted 9/13/07 @ 7:26 PM EST
I think its a wonderful logo with very smart, sensible typography. It's too bad that students (and alums) without any design sophiscation decided to voice their opinion. (Continued…)
pat Taylor
pat Taylor
posted 9/14/07 @ 9:27 AM EST
BRAVO!
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