New logo met with hesitation

The University inaugurated its new logo Sunday, revealing it for the first time in a overcrowded room of administrators and students – mainly freshmen.

Three versions of the new logo splashed across a screen at the official launch, which drew more than 700 people, as Knapp spoke about the new design.

The audience paused, holding back its reaction. Students’ hesitation seemed to indicate a question rippling through the room: “Is that it?”

Vice President of External Relations Lorraine Voles, who guided the project and spoke at the event, called student reaction to the new logo positive.

“Free food, free T-shirts and a movie,” she said. “They loved it.”

But as students got up from their seats and wrangled their way over to a table of empanadas, CapMac pasta and tater tots, the reviews began.

“I don’t really find it that revolutionary,” said freshman Katie Cann, while another freshman attendee, Ellie Davis, said, “For the hype, it really isn’t worth it.”

A Hatchet poll of 122 individuals across campus showed dozens of students were largely uninterested in the logo redesign.

“They make sure a big fuss about this whole unveiling,” graduate student Jessica Hunt said. “It doesn’t look any different.”

Sophomore Jennifer Hamilton said her first reaction was to wonder how much the project cost.

“I would just really like to know how much of our tuition went into this process,” she said.

Other organizations and companies that hired the same high-profile firms, FutureBrand and 160over90, for rebranding work paid top dollar for new logos. The University has repeatedly declined to release the cost of the rebranding campaign.

Michigan State University paid 160over90 $478,000 for its rebranding effort in 2010, according to its student newspaper, The State News.

Julie Alderman, Pavan Jagannathan, Karolina Ramos, Josh Perlman, Kierran Petersen and Chloe Sorvino contributed to this report.

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