Iconic U

The other day I called UM’s printer to order new business cards. They told me to hold off because the university was about to create a new graphic identity. Since I used the iconic U rather than the university’s ugly logo (right) on my mock-up, I was afraid that they were implying that the U was to be banished. It wouldn’t be the first time they try. A few years ago, Nike designed some inscrutable thing that it was feared might replace the Split-U. Anyway, good news. The university is embracing the U in the new logo.

After living with it for a day, I’m not sure I’m a fan of the new design. Of course, I couldn’t be happier that the U is going to be plastered everywhere. I did graduate from here back when we won national championships in the Orange Bowl and all. But it seems that we spent an inordinate amount of money to convince the decision-makers of what the alumni already knew—that we all like the Split-U. Here’s what the university said in its email today:

Our bold new look is perhaps the first time an academic and health institution uses a symbol of its celebrated athletics program.

The new identity was developed by the University Communications staff with assistance from Lipman Hearne, the national firm that consulted with the University on the award-winning communications for the $1.4 billion Momentum campaign. We conducted research on the new identity last spring, including focus groups in three major cities and an alumni survey. All affirmed the positive attributes of our split-U “spirit” mark—which is perceived as diverse, modern, confident, and bold—and the benefits of adapting it as a mark of pride for the entire institution.

Sounds expensive, doesn’t it? The problem I have with the new look is that it does not utilize an arresting typeface that works with the U. Instead, it consists of nothing more than “UNIVERSITY OF MIAMI” typed out in Century Schoolbook. Century Schoolbook is ubiquitous. It is used in hundreds of elementary- and high-school textbooks and in Supreme Court slip opinions. In fact, anything filed with the Court must be in Century Schoolbook. The font is great for text, but it’s not a great titling font. There are better choices out there for an institution not committed to designing its own signature font. And I don’t understand the logic to the identity. Why did they lowercase the second “of” but not the first? Am I alone in finding this distracting? More to the point, why are they using capital letters in a font designed for text rather than titles? And why is the U way down there?

Moreover, the consultant’s handbook prescribes that stationery and business cards will employ Frutiger (a/k/a Adobe Myriad Pro), which is what Apple uses for its text. Because of its iPod and Mac association, the font has (for now) a modern feel. But it is also, thanks to Apple, everywhere, and its use by any concern other than Apple risks appearing derivative.

Typography is a serious matter. While I doubt anyone is going to clamor for the return of the logo we had, I’m not blown away by its replacement. At least the U won out.