Connect with us

Hi, what are you looking for?


EXCLUSIVE: King’s Principal defends the rebrand — ‘we’re totally embracing the university’s history’

AMID the backlash to the bombshell that King’s is to rebrand as “King’s London,” Roar received a phonecall from the university this afternoon, saying the Principal fancied a chat.

We agreed, and headed over to Waterloo to put your concerns to Ed Byrne (the principal, not the comedian).

He was visibly uncomfortable when we pressed him for his personal thoughts on the rebrand.

On the third attempt, he said: “Do I like it? I like it more than the current brand.”

“I’m still thinking about it, you know, it could grow on me,” he laughed.

Ed reveals all on money and the fate of the rebrand in part two, live at 00:00

“No that’s not fair,” he added hurriedly. “No, I think its got a zing to it.”

“[King’s London] is not good grammar, you know, because I like that slightly raw edge, you know.

“King’s London, what is it, you know? King’s London. No, but then the strap line, you know, ‘one of the world’s greatest universities,’ and then instantly, you know, KCL, the link comes in. And you’re building layer on layer of the story.”


On the loss of prestige

He said the university were “totally embracing the history” of King’s, and “building” on it. “We’re not getting rid of any prestige at all, we’re growing.”


On international students

On being recognised on a global stage Ed claimed: “It’s not fully understood outside the cognoscenti who know the UK system well, what King’s is.

When asked whether the removal of “College” was patronising or insulting to students, he said: “It’s not patronising or insulting at all.”

“Most people in other countries know very little about university systems in other countries.”


On the lack of grammar

When asked whether it was an issue that the new brand lacked grammatical sense, he said: “Do brands always make grammatical sense?”

When pushed, he said: “No I don’t see it as an issue at all because that’s not the way the visual world works.”


On the university’s legal name

He stressed: “Our name, our official name, will remain KCL. That’s the name that appears on people’s degrees. That is our name. But that we brand ourselves as a university rather than a College, that’s what all this is about.”

“Surely people can understand the difference between a name and how you brand over a period,” he added.


On University of London

Ed assured that the rebrand was not signalling their disaffiliation from the University of London.


On the Strand windows and other signage

The Strand windows will change to the reflect the new brand, “but not in any immediate way”.

“There’s no plan in the near future to redo signage,” Ed said, and that King’s would incorporate the new brand “organically” as signs wear out.

King's College London. Award-winning student newspaper, a platform to share your story, and a publication that holds entities accountable when no one else dares.



Staff Writer Anwesh Banerjee reviews All Of Us Strangers, Andrew Haigh’s latest feature starring Andrew Scott and Paul Mescal, now playing in theatres near...


On the two year anniversary of Russia’s invasion of Ukraine, Staff writer Rayhan Hussain recounts the key events of the conflict and gives an...

SHAG Week banner SHAG Week banner

KCLSU & Societies

Roar talks to Victoria, a Student Wellbeing and Welfare Manager, about KCLSU’s 2024 SHAG week. Sexual Health and Guidance Week, stylised as SHAG Week,...

A PA meeting in Scandinavia A PA meeting in Scandinavia


Editor-in-Chief Fintan Hogan profiles a charity which supports aspiring students who would be otherwise unable to attend top universities. Project Access (PA) was founded...

R-rated Culture

In this episode of Roar News Round-Up, Daisy Eastlake brings us up-to-date on the latest KCL Conservative Association controversy. We’re also joined by Anwesh...

KCLSU & Societies

Roar talks to Victoria, a Student Wellbeing and Welfare Manager, about KCLSU’s 2024 SHAG week. Sexual Health and Guidance Week, stylised as SHAG Week,...


King’s College London (KCL) has risen by two places to #46 in the world in the 2023 Times Higher Education ‘World Reputation Rankings’. The...


In a recently released financial statement, King’s College London (KCL) reported an annual surplus of £128 million in the year leading up to 31...