Office of Communications new branding policy struck down by SGA 

This past Sunday, the Student Government Association at High Point University held their introductory meeting, announcing the new rules for the school year. High Point University’s Office of Communications presented their new branding policy regarding club logos. 

 

They began by informing all of the clubs in attendance that all old logos were now no longer approved and that every club would have to draft a new logo that incorporated the High Point University masthead logo. 

 

The only clubs to be spared of the new policy were fraternity and sorority life. They claimed that this change had been made to encourage brand cohesion and reduce confusion for the community. Clubs are an extension of High Point University and the logo change will help clarify that club’s are a part of the university.

 

To say that this news was met with backlash would be an understatement. The audience was quick to realize how this new policy would affect their club apparel, social media, and overall branding and marketing. Audible rejections and gasps were released throughout the crowd during the new policy’s unveiling. 

 

When prompted for questions, one student leader protested that his club had used their current logo for an estimated twenty-five years and that it was an important part of their club’s culture. He made it clear that this new policy put him in a very tough position. This was immediately followed by one of the most unanimous and tumultuous group applause that I have ever heard. 

 

Following this incredibly negative response, the representatives from the Office of Communications realized that the new policy was going to have to change. When prompted about it by another student after the meeting, the SGA Advisor said the new policy was “not dead set.” 

 

Elaina Huffman, Senior Director of Branding and Special Projects, has been working to edit this new policy. Four days later, during the weekly SGA meeting, the Office of Communications announced that the new policy had been repealed.

 

All old logos had been reapproved. Plus, any logos and events that had been blocked by the new policy were now approved. The HPU masthead logo was now “optional but strongly encouraged” and all clubs would be receiving a copy of it for free for their use in logo design. 

 

However, if the words “High Point University” were used in the logo they had to be in the new masthead’s font. Just using the letters “HPU” would be handled on a case by case basis when submitting a logo to the Office of Communications. Therefore, any new custom logos have to still be approved by the Office of Communications before being used by any club, which was the rule even before the new policy. Logo approval can be found at here.

 

Elaina Huffman responded to The View Point on the situation, “The updated brand standards reflect the university’s research of brand best practices at multiple universities throughout the nation. The goal of any organization with brand standards is to ensure consistency and enhance brand awareness. Students and families appreciate how HPU’s brand awareness continues to expand. This also means that an HPU degree continues to appreciate in value, which benefits students, alumni, the community, and the institution.” 

 

The Office of Communication did research brand policy among other campuses. It is understandable that they tried to implement a branding policy that has worked at other institutions. However, students would have appreciated the notice on new branding before the year had already begun. Students begin planning events and club merchandise months before the start of the school year. If any department wishes to change a major policy, the student body requests at least three months notice. 

 

Personally, I feel that the Office of Communications made the right choice backing down on this issue before the conflict created a significant rift between them and the student body. I applaud the Student Government Association for speaking up on behalf of the student body, so that campus administration can respond quickly and find a solution that benefits both sides.