Should Your School Change Its Name?

Over the past few months, I’ve been engaged with two institutions contemplating a name change. For these institutions, the idea of a name change can be daunting. Collegiate names are often longstanding, rooted in history and tradition, carrying significant strength and recognition. The question arises: If we change our school’s name, will we be forgotten? 

Changing the name of an institution also typically involves substantial costs. The name is ubiquitous—appearing everywhere from letterheads and websites to arenas and wayfinding signage, not to mention the administrative and legal expenses. Such a change can leave the CFO puzzled for months. 

There are instances when changing a name feels natural. A merger or acquisition is one such time, offering an opportunity for one school to adopt the other’s name or to create an entirely new name to commemorate the occasion. Another recent reason for a name change is if the school bears the name of a historical figure associated with slavery, colonialism, or other controversial ideologies. Numerous institutions have changed names for this reason. Additionally, schools sometimes change names when transitioning from a ‘College’ to a ‘University’ or vice versa. 

Here are several examples of collegiate name changes rooted in these issues (and more): 

– Dominican College changed its name to Dominican University because “college” can be confused with secondary education in the Hispanic community. 

– John Tyler Community College changed its name to Brightpoint Community College due to concerns about historical figures associated with slavery. 

– Peace College changed its name to William Peace University to better represent an evolving mission. 

– Multnomah University was formerly known as Multnomah Bible College but changed its name to reflect a broader educational focus. 

When the reasons for changing a name aren’t particularly obvious, institutions may do so for strategic reasons. Consider the following: 

– Does your institution’s name limit you in terms of scope? For instance, if you’re a technical college offering more than just technical education, a name change might be warranted. 

– Is your institution’s name too broad? Perhaps your name could benefit from a focused effort to define what you do. 

– Is your institution’s name too long or awkward? Shortening or consolidating a name can bring clarity and focus. Many institutional names are long and cumbersome, often truncated into awkward acronyms. The University of North Texas Health Science Center at Fort Worth is undoubtedly doing excellent work, but the name is quite a mouthful. 

– How does (or should) your institution’s name address geography? Sometimes including a geographical reference can be helpful or harmful. Occasionally, geographical names can be misleading. For example, is Georgia Southern truly in southern Georgia? 

– Does the name embarrass stakeholders or make them proud? This can be a delicate topic, but it’s worth discussing. After all, we want our stakeholders to wear our name and logo proudly on their sweatshirts, not shy away from them. 

These are just a few questions to consider when revisiting your institution’s name. While most colleges shouldn’t change their names, here are a few questions to ponder if you decide to proceed: 

– How can we leverage the new name as a strategic advantage and reflection of our future? 

– What will it cost? 

– What do we hope to gain? 

– Who should be included in the process? 

– How much time will it take? 

– How can we test it before making a final decision? 

– How should we roll it out to generate enthusiasm and excitement? 

Your institution’s name is important. It’s your primary calling card and a core part of your brand’s identity. If it’s not working and your brand is in trouble, consider reviewing the name. Changing it might be costly, but leaving it as-is could be even more expensive.