Editorial: Does this new UNM logo get Lobo hearts pumping?
By Albuquerque Journal Editorial Board
Thursday, May 11th, 2017
The appeal of a logo, like beauty, is in the eye of the beholder. But even beyond attractiveness, a logo needs to become synonymous with what it represents. When it comes to universities, there are distinctive ones, including the University of Texas orange longhorn head and the stylized three letters that symbolize Texas A&M.
And then there’s the new one for the University of New Mexico.
Designed by Texas-based Torch Creative and costing an impressive $11,125 – $3,708.33 per letter – the new red “U” behind a linked “N” and “M” shows in the case of logos, style and substance can be very different things.
And – in our humble opinion – we just don’t get it. Let’s hope the rest of the $1.98 million being spent to “rebrand” UNM offers plenty of bang for the buck.
In January 2016, UNM announced the four-year makeover plan to help recruit new students, solicit money from donors and present a positive picture of the university. To head up the effort, the university hired Philadelphia-based “branding agency” 160over90 (a name that means elevated blood pressure).
Sure the new logo – which still must be approved by acting President Chaouki Abdallah – is a much-needed revamp of the existing 1989 model, which looks a bit dated and features the distinctive tower of the main campus’ Mesa Vista Hall. Is the new version cleaner? Sure. Does it scream UNM? We don’t think so. Stick an “S” in there and darken the red and you have our downstate rival’s logo, as one Journal reader has already pointed out.
But – to clean up another popular phrase – opinions are like belly buttons; everybody’s got one. It will be interesting to see if the new “UNM” elevates Lobos’ blood pressure for the right reasons, and what Abdallah decides.
This editorial first appeared in the Albuquerque Journal. It was written by members of the editorial board and is unsigned as it represents the opinion of the newspaper rather than the writers.