KINGâ€™S chiefs wanted to change the College’s slogan to â€œAt the heart of world thinkingâ€ as part of the Kingâ€™s London rebrand â€“ but the top governing board clashed over the plans.
The ‘new look’ of the rebrand was intended to be â€œmore coherentâ€ and â€œwould emphasise the connection between Kingâ€™s and Londonâ€, according minutes of a College Council meeting.
Members were â€œbroadly supportive of the proposed change of name and the proposed visual identity (with one member noting his opposition to the proposed monogram).” Itâ€™s unclear who this was.
According to the board: â€˜Kingâ€™s Londonâ€™ was â€œalready used as shorthand for the College in some quarters.”
The proposed slogan was favoured by the Principalâ€™s Central Team (PCT), but the highest decision-making board – the College Council – couldnâ€™t agree on the strapline.
â€œIf Kingâ€™s was unable to adopt the right slogan, it was suggested that it would be better not to have one,â€ members thought.
There was no â€œoverall consensusâ€ in favour of the proposed slogan during the meeting, and Principal Ed Byrne told Roar last year that he didnâ€™t want to â€œdictateâ€ the slogan.
However, Ed, who only joined Kingâ€™s after the vast majority of the rebrand work had been completed, said he wanted people to use different straplines.
He offered two: â€œone of the worldâ€™s greatest universitiesâ€ and â€œa great university in the heart of London.â€
College Council members also said that â€œKingâ€™s appeared to lack confidence in the image it projected, and to undersell itself in the media in comparison to other, smaller rivals like the LSE.â€
The rebrand proposals included a core â€˜brand narrativeâ€™ â€œintended to articulate the â€˜essenceâ€™ of Kingâ€™sâ€ – itâ€™s thought that this could still could be rolled out even if Kingâ€™s London is dropped.
Since then the College reopened consultations on the rebrand, and held two open fora on the plans.
Ed told Roar that if there was continued opposition to â€˜Kingâ€™s Londonâ€™ it would be dropped, but the ultimate decision rests with the College Council.