I will push back on everyone because I may provide a different perspective. As someone who doesn't have much attachment to the old logo (graduating this summer), I think this is the right move. In my opinion, the old logo with the FAU lettering in a winged font looks very cheap and tacky. If you look at the image above, the A isn't even properly centered to the rest of the logo. It just looks inappropriately appended. Removing the winged portion would look better. All of my school gear, which I own a lot of, I specifically chose items that didn't have that logo because it looks more sophisticated to me. We will still be FAU though, a new logo won't change that. Our basketball court has already been rebranded, and we still chanted FAU every game. One thing I find interesting though is that this brochure doesn't mention sports jerseys. I wouldn't doubt if uniforms and helmets still use FAU in standard athletic fonts. The new logo is just reflecting the maturity of our school and our success.

SilverbackGuerilla said

I will push back on everyone because I may provide a different perspective. As someone who doesn't have much attachment to the old logo (graduating this summer), I think this is the right move. In my opinion, the old logo with the FAU lettering in a winged font looks very cheap and tacky. If you look at the image above, the A isn't even properly centered to the rest of the logo. It just looks inappropriately appended. Removing the winged portion would look better. All of my school gear, which I own a lot of, I specifically chose items that didn't have that logo because it looks more sophisticated to me. We will still be FAU though, a new logo won't change that. Our basketball court has already been rebranded, and we still chanted FAU every game. One thing I find interesting though is that this brochure doesn't mention sports jerseys. I wouldn't doubt if uniforms and helmets still use FAU in standard athletic fonts. The new logo is just reflecting the maturity of our school and our success.

Posted On: Jul 12th 2024, 2:14 PM #425111

The new logo is missing the biggest opportunity due to our recent success.

Lack of FAU or Florida Atlantic = no new brand recognition. Cant find out about FAU if you see an owl logo.

Terrible decision. Waste of money.

The acronym is a big part of the visual reinforcement and prompts a potential exercise which transcends the problem of "who is that".

People retain:

30 percent of what they SEE
50 percent of what they SEE and HEAR
70 percent of what they SAY and WRITE

You can see, but can't say a picture, so when you don't know what it represents, that is an issue. You can't hear a picture, so therefore you can't say it, which creates another reinforcement gap. You can say and write and acronym, thus implanting the image with the letters while also establishing an identity at the same time. This = a win.

Just my dos centavos!  

 I am going to George Mason University next semester for my masters and they are going through a rebranding as well. I like the direction we are going way more than the one they took! So theres that at least!

FAU Fan said

I am hoping they don’t want to change the fight song next.
No one changes their fight song!
Well, maybe the British did.

Posted On: Jul 11th 2024, 6:42 AM #425100

I hate to break it to you but TECHNICALLY a few years back they did change the fight song lyrics 🙈 but most people didn’t notice or care 🤣

For those too young to remember. The first attempt at professionally branding FAU was an effort put forth by FAU president Frank Brogan. I and other alumni got emails to choose colors, fonts and numerous other things to choose a brand for FAU. 
According to the letter Brogan issued there was no “official” brand. Depts were choosing their own letterhead, fonts and colors. 
When I was at FAU, the school colors were blue and silver. 

Rick said

The acronym is a big part of the visual reinforcement and prompts a potential exercise which transcends the problem of "who is that".

People retain:

30 percent of what they SEE
50 percent of what they SEE and HEAR
70 percent of what they SAY and WRITE

You can see, but can't say a picture, so when you don't know what it represents, that is an issue. You can't hear a picture, so therefore you can't say it, which creates another reinforcement gap. You can say and write and acronym, thus implanting the image with the letters while also establishing an identity at the same time. This = a win.

Just my dos centavos!  

Posted On: Jul 12th 2024, 5:04 PM #425113

THIS.

FSU doing the same thing, looks FAR worse than ours!

I remember a several years ago FIU wanted to be known as FIU and not Florida International. I know they were all debating that their name was not a good choice and possibly should be something like Miami State University. Since their message board became defunct we can no longer interact with them like we used to. There was some interesting bantering. I don't know if FIU ever went through any kind of rebranding. Probably not.