University of Portsmouth criticised for £800,000 rebrand
The University of Portsmouth spent more than £800,000 on rebranding, sources reveal.
An FOI response states that the university previously set a budget of £515,000 to replace the logo and a further £280,000 to review and invest in the future of the brand.
A university spokesman said the rebrand signified its 25th anniversary and wanted a logo that would “strengthen their ability to gain greater recognition”.
The institution believes rebranding will help them stand out in an increasingly competitive national and international market for higher education. “We took a rigorous approach to informing our stakeholders and the community about our rebrand project, included interviews, workshops, discussions and with a wide cross section of people and organisations,” the statement reads.
The statement continues: “Having a strong University brand will strengthen the impact of the University as a whole. Establishing a more unified identity will strengthen our ability to gain greater recognition for our world-class research and teaching that is making a local and global impact.”
Portsmouth South Labour MP Stephen Morgan said: “I can see why these spending commitments would raise eyebrows among some, at a time when big questions about the future of universities remain unanswered by the Government.”
