Student protests force more consultation on King’s College rebrand

King’s College London has entered a period of further consultation on its planned Saffron-designed rebrand following a negative reaction from students.

A petition against the rebrand was handed to the university’s principal Ed Byrne at the end of December. It contained more than 11,000 signatures and has prompted a period of further consultation. 

There had been speculation that the rebrand would involve a name-change to King’s London, which has been denied by the university.

According to King’s student paper Roar, Byrne sent an email to staff and students at the university saying: “A process to look at updating the King’s brand without changing the name, which involved extensive consultation over the last few years, has led to great concern among our student body.”

“Further consultation and discussion will take place in the New Year and we greatly value the views of our community. I would like to stress to all in the King’s community that our formal name remains King’s College London.”

The university gave a statement to Design Week saying: “We have consulted many people over the last three years including staff, current and prospective students, alumni and other external audiences, but there are clearly more voices seeking to be heard.

“Given the strength of feeling in the feedback from some parts of the King’s community, we are continuing to listen and will be further consulting staff, students and alumni.”

Saffron was appointed to work on a full rebrand of the university in January 2014.

A new King’s College London design roster has just been set up and does not include Saffron. The roster is concerned with design services rather than major strategic projects.

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