University’s name tweak could cost it six-figure sum

A UNIVERSITY has come under fire for proposing to make a minor change to its name in a move that could cost it hundreds of thousands of pounds.

Plymouth University has said it is looking at whether changing its name to the University of Plymouth would provide “greater consistency”.

One insider said the switch was a fait accompli, with the major rebranding project expected to cost the university hundreds of thousands of pounds. The source said: “Despite running a number of meetings with students and staff about rebranding where the feedback was ‘don’t rebrand as it will cost a fortune’, the vice-chancellor has decided to rebrand from Plymouth University to University of Plymouth.

“Staff were emailed this week to change email signatures.” It is understood the latest prospectus includes “University of Plymouth” branding.

In 2011, the university, a former polytechnic, launched a branding campaign using the slogan “With Plymouth University”. That branding would have to be ditched which would mean a complete redesign of campus signage along with stationery, marketing tools and promotional literature.

The university, which has about 23,000 students, refused to discuss the costs involved. A spokesman said the two names had become interchangeable in recent years.

He added: “The university’s official name has always been the University of Plymouth. Plymouth University is a trading name adopted in recent years.

“These have become somewhat interchangeable and so the university as part of broader discussions is considering whether greater consistency would be helpful.”

It is not the first time the institution has faced questions over its spending decisions. In 2014 it bought seven chairs, handcrafted by furniture designer John Makepeace to be used in graduation ceremonies, for £95,000.

The university has insisted a final decision has yet to be made on rebranding.

A spokesman said: “This is part of a wider consultation around the university’s visual identity in support of its refreshed strategy and national and international ambitions. Staff, students and prospective students have been engaged in these ongoing discussions. No firm decision has yet been reached.”

Last November it was reported that university vice-chancellor Judith Petts was looking to update the university’s “visual identity” to boost its international reputation.

At the time a source said: “There are more questions than answers but it is quite clear that the vice-chancellor and chief marketing officers are determined to push the changes through, regardless of any staff or student protest. It’s a disgrace the university would embark on such a pointless exercise and spending spree in this current climate.”