King’s College London Students’ Union (KCLSU) is planning to undergo a ‘brand refresh’ – and they want your input.
After the controversy surrounding the College’s attempted rebrand last year, KCLSU are keen to hear what students think about the proposed changes, including a new logo.
They have been holding focus groups to hear students’ opinions, but wanted to also reach out to the wider student body through Roar.
“If the brand works, it works because it works for students”, said KCLSU.
“[The rebrand] made it clear how strongly students feel about branding”, they added.
The aim of the ‘refresh’ – which has been in the works since September 2015 – is to simplify the Union’s identity so that it is more accessible and relatable for all King’s students.
Initial consultation with student focus groups revealed that what students want from KCLSU is a sense of community and the provision of a university experience outside of academic work.
Students also expressed their desire for there to be a clear distinction between the Union and the College itself, and for the brand to appear professional.
At the moment the main concern is that the KCLSU brand is lacking in clarity and thus students aren’t sure about what opportunities and services it provides.
Attempts to address this issue and create a ‘unifying idea’ about the Union include a new logo, a simplified web design and an alteration to the strapline.
The proposed new design for the logo has a much more streamlined aesthetic, with the potential for removing the crown image.
It is believed that the image is ambiguous – with some people mistaking it for a splash – and there is no equivalent use of crowns in any of the King’s College London visuals.
A second potential design retains the image in case students want to keep the logo in a form more similar to its current incarnation.
It is hoped that the ‘breathing space’ accorded by the new design will make the logo easier to use.
KCLSU have also planned to change their strapline, from ‘Your Students’ Union’ to ‘Our Students’ Union’, in order to make it more inclusive.
Similarly the way in which students access information about KCLSU is set to change, with the current design being narrowed down to four key areas: Get Involved, Make a Difference, Advice and Support, and Get Social.
At the moment the design explains the internal structure of the Union, which has been deemed unnecessary.
Steps have already been taken to improve the Union’s visual identity by the inclusion of more photography on its posters, whereas before the aesthetic has been largely illustrative.
Recently the Union’s Safe Space policy has come under fire, after a protest at an event held by KCL Israel Society turned violent and as part of nationwide debates about the importance of free speech on campuses.
When asked if their plans would include a reconsideration of the policy, KCLSU told Roar that it wasn’t specifically a part of the brand refresh, but would be considered in regards to how it plays into how students feel about the Union.
So: what’s your verdict? This time last year students put the kibosh on ‘King’s London’, but what do you think of KCLSU’s take on a rebrand? Which of the logo designs do you like best and why? Comment below the Facebook post to let them know your opinion!