The Observer, October 6, 2006
Volume XXXIX, Issue 6
Editorial: Name change task force unnecessary for improvement
Just when Case managed to step out of the national spotlight for a fraction of a second, the university re-enters center stage again after the announcement from Interim President Gary Eastwood that a task force will be brought in to re-examine the use of the brand-name, "Case."
Eastwood informed the Case community of the plan last week, indicating that the task force will present an initial report to the board of trustees in October and make recommendations later in December. During the annual State of the University address, Eastwood proposed the idea of vertically writing the university's full name with the word Case in italics on banners. Though only suggestions are currently being made, the fact that a task force is even being brought in is just another example of the unstable and floundering nature of the university's administration.
The switch from CWRU and the "rays of sunshine" logo to Case and the new logo of a "fat man carrying a surfboard" was unveiled as a part of the branding campaign just three years ago. The name change gave the university more recognition but at the same time alienated its alumni who identified with the Western Reserve. Ever since its launch, the name Case has garnered much praise as well as criticism, but the details of this issue are not what we should be focusing on. The administration needs to remember what the name represents and what will be lost if a name change is to occur once again.
Since the debacles of the budget deficit and resignations, the only things that have stood strong are the solid blue banners emblazoned with Case throughout the campus. A name change will only bring more disorder to an already divided campus, revealing to the world that Case is once more walking on thin ice. During these times, the last thing that the administration should do is doubt its own agenda. Though there is still a significant amount of resistance to the initial change, Case will never receive the full support that it needs if its own administration is unwilling to fight for what it implements.
If the university is afraid that the "fat man logo" is not serving its purpose or doesn't embody the Case vision, then the administration needs to communicate more fully what the logo truly represents. The design behind the logo symbolizes the fusion of the arts and sciences and the dedication to global learning and worldwide impact.
Instead of quickly changing what we think doesn't work, we need to uphold what we currently have by communicating with others who think differently. If we lead with our beliefs, then others will eventually follow. While Eastwood's steps towards addressing the campus' concerns quickly are admirable, his tenure as an interim president should not be marked by even more unrest, especially with something as significant as another name change.
