A flurry of controversy has surrounded the possible change of the University’s logo since December, when officials announced the University was re-evaluating the existing emblems. Students and faculty have criticized this proposal for a number of reasons, but their complaints don’t add up to much. A universal image would be a simpler way to represent the University, and refutations surrounding the proposal are simply much ado about nothing.
Officials have proposed to replace the images — Donald Duck, the interlocking “UO,” the University seal and the Nike “O” — with a single representation. Officials are trying to decide which would best represent the school and have narrowed the choice to either the interlocking “UO” or the Nike “O.”
ASUO Student Senator Eric Bailey has argued that the academic and athletic side of the University should be represented by different images. He also argues that changing the University logo to the Nike “O” would further the perception of the University as “Nike U.” While this argument is valid, and we certainly don’t want our University to be known as a corporate puppet, it’s almost too late to reverse this perception. The Knight Library, Knight Law Center, the renovation of Autzen Stadium and pledged matching funds to create 16 endowed chairs at the University have all been funded by Nike CEO Phil Knight. Nike’s influence is already imbedded into the University and the public’s image of the school. Whether or not the “O” becomes the University’s new logo will not have any significant bearing on this reputation.
In the end, any seal or logo that promotes the school will be good for the University’s image. A consolidated logo is a good public relations device. It helps get the University’s name to potential students and donors, and provides an image to associate with that name. If administrators choose to go with the Nike “O,” we can at least count on the logo being more recognizable, thanks to the recent success of our football team.
The fate of the seal isn’t a crucial University issue, and we should devote our energy to more pressing problems, such as looming budget cuts.
Universal logo would benefit UO’s image
Daily Emerald
February 26, 2002
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