So my alma mater, today, unveiled a new campaign including new pictures, videos, a new tagline - “Make It Real.” and a new university seal. I knew this was coming and saw everything a while ago when I worked for the university and I hated it then. It is embarrassing to say the least. I’m just so confused how the university could spend $500,000 in public money and miss so bad.
A little background. The new seal features the two original schools at the college: MCV and RPI. In 1968, these schools merged to form what is now known as VCU. It features a building on the MCV campus - “The Egyptian Building.” It is, perhaps, the most irrelevant of all buildings at the University and I didn’t once, in my four years at the university, see that building in person. Its so far out of the way, no one cares. Not to mention, the seal that they used is actually just a rendition on the MCV Foundation’s old seal.
My problem is this. That seal does not represent me or the university i went to. The tagline implies something that VCU is often made fun of for - for not being a “real school.” To everyone and to anyone who has gone to VCU in the past 43 years knows how “real” the school is and how much that stigma sucks. We aren’t UVA, nor are we VT which is our national downfall, no matter who says otherwise. The tag “Make It Real.” is like a desperate plea for someone to recognize the university as a real school. Its embarrassing.
That’s why I have pulled all of my donations from the school (aside from athletics) and I don’t plan on going back on my decision any time soon. This new campaign is a phoned-in horrible attempt at rebranding and VCU’s upper-level staff and Creative Services should be ashamed of themselves.