Auburn’s Logo Evolution Results in Brand Backlash

Take a look at the Auburn University logos above. Look again. Look again. Yes, see those subtle differences?  The arms of the U are a little wider.  The white space between the A and the U has been covered up by the A.  The base of the U is a little less rounded remove more white space at the bottom. All in all, pretty subtle. Yet, these proposed changes have caused quite the uproar on the Auburn campus. The school administration met with students and stakeholders almost a year ago to discuss proposed changes.  Since then they have spent over $30,000 on these proposed (very subtle) modifications.  And that doesn’t count the millions of dollars it would cost the university to actually implement these changes.  Imagine the cost to just change out each and every sign all over campus. When the Auburn faithful saw the proposed changes, they have come out in force to stop the new logo from taking place.  Almost 12,000 have signed this change.org petition. And this protest is over these very subtle changes.  Imagine if Auburn wanted to really evolve the logo. Question is – what would you do? Listen to the stakeholders and keep the logo as it is? Proceed with making the change? Wonder why you just spent $30,000 that made almost no visible difference and angered your base of loyal donors? What would you do to get out of this jam now? For everyday branding tips, subscribe to our Razor Branding blog and podcast. RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to learn more about our process, RAZOR BRANDING.