March 4, 2004  
Volume 97, Issue 80  

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USC brands its logo obsolete; new one coming

By Anton Vidgen
Gazette Staff

Who ever said the University Students’ Council was out of touch with students? Well, one look at its outdated logo might suggest such a conclusion.

“The present logo that we have has served us well for a long time,” said USC General Manager Mark Sellars. “But like any corporation, it comes time to refresh and make it, in some ways, more relevant to students.

“I’m not sure the present logo we have communicates anything,” he added. “I think what’s important is that the logo is easily identified.”

The logo redesign comes at a time when the USC is shifting its brand strategy to better reflect the student body, said Liz Berman, the USC’s communications officer. “It’s sort of a modern [and] updated way to sell the USC in a more consistent manner,” she said, adding she believes the current logo, which has been around for about 15 years, does not have any relevance to students.

“It’s very bland, kind of dull,” said USC President Paul Yeoman of the current logo, which has three vertical purple bars with the letters of the student union at the top of each. “I think our organization is a lot more exciting, and so is the student body.”
Yeoman said students should know what they are getting for their money and be aware of the range of programs and services the USC offers.

The total cost for the switch-over is estimated at less than $3500 and can be found within the current budget, said Mark Osborne, USC assistant general manager.

According to Terry Deutscher, professor of marketing at the Richard Ivey School of Business, logos are highly visible symbols and should associate a positive image with the organization they represent. “Logos are used to identify a company or organization quickly in the eyes of their target group.

“It reinforces the connection between the brand and the organization,” he added.

The USC is currently running a contest in which students can submit their own designs to be judged by the USC. It can be found online at and closes Monday, Mar. 8.



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