2008 Woodie Awards
New marketing slogan fails to encompass true University experience
Brian Bonci
Issue date: 4/30/08 Section: Opinions & Editorials
Now I know I may have missed the boat on the reshaping of the University's outward image, but on every occasion that I come across "Work Toward Greatness," I have to ask myself if we haven't lost a sentiment that is uniquely ours.
Opportunitas, for thousands has meant a great deal, though for the new age student, we have been led to believe that the Latin falls on deaf ears. If 'Opportunitas' is not easily defined by our future students, shouldn't we help them in the translation instead of scrapping the concept? Why has our community not suggested slogans that retain the spirit of Opportunitas, but put it in more modern terms?
Life is, in my opinion a series of opportunities and the conscious choices we make to realize them. Nearly every action we take is because we see opportunity in it. Changing subway lines may give us an opportunity to get to class more quickly, taking a civic engagement course presents the opportunity to become involved in our community, applying for an internship gives us an opportunity to gain valuable work experience. The University offers so many opportunities, and after the first 101 years, there are now more opportunities than ever before.
Every time that I look at a University logo that is emblazoned with "Work Toward Greatness," I wonder if we are turning our back on a core principle in order to reach out to an unfamiliar audience.
When the University reviewed its branding strategy, why did we as students and faculty allow for such an undistinguished phrase to represent our academic pursuits? Everyone in academia is working towards greatness, be it in a degree program or a passionate continuation of lifelong research.
What differentiates the University from every other institution of higher education is the sheer number of opportunities it offers, and the drive that students and faculty show as they clamor to make the best of each one.
The University is an untypical institution. In the heart of New York City, students and faculty here lead lives that are quite extraordinary. The University's students are often working full time to finance their education, and at many times are working exceptional jobs.
Opportunitas, for thousands has meant a great deal, though for the new age student, we have been led to believe that the Latin falls on deaf ears. If 'Opportunitas' is not easily defined by our future students, shouldn't we help them in the translation instead of scrapping the concept? Why has our community not suggested slogans that retain the spirit of Opportunitas, but put it in more modern terms?
Life is, in my opinion a series of opportunities and the conscious choices we make to realize them. Nearly every action we take is because we see opportunity in it. Changing subway lines may give us an opportunity to get to class more quickly, taking a civic engagement course presents the opportunity to become involved in our community, applying for an internship gives us an opportunity to gain valuable work experience. The University offers so many opportunities, and after the first 101 years, there are now more opportunities than ever before.
Every time that I look at a University logo that is emblazoned with "Work Toward Greatness," I wonder if we are turning our back on a core principle in order to reach out to an unfamiliar audience.
When the University reviewed its branding strategy, why did we as students and faculty allow for such an undistinguished phrase to represent our academic pursuits? Everyone in academia is working towards greatness, be it in a degree program or a passionate continuation of lifelong research.
What differentiates the University from every other institution of higher education is the sheer number of opportunities it offers, and the drive that students and faculty show as they clamor to make the best of each one.
The University is an untypical institution. In the heart of New York City, students and faculty here lead lives that are quite extraordinary. The University's students are often working full time to finance their education, and at many times are working exceptional jobs.
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