Re-Branding.... Again?

So the other week this email pops into my inbox "University of Surrey Brand Survey" from Marketing, always willing to opine on a subject I start the survey. After only a couple of questions it becomes obvious that the university is looking to rebrand itself... again. Now admittedly I'm not a big fan of the logo, I prefer the flag or the shield, UniS to me is a little generic, "University of Sussex, oh no Surrey, sorry that's right University of Surrey." At least with the others there's something a little more meaningful! Also for those of you ex-UniS undergrads like myself you may well know that the UniS logo was only implememnted in the late 90s and that it is rumoured to have cost a small fortune. Having done a little research I found that there was some more information about the rebranding in "Understanding The Real World - A Visual History Of The University Of Surrey" and that it had this to say:
"International brand consultants Wolff Olins played an important role in developing both the Vision Statement and the visual identity, which itself was the work of Pentagram, the distinguished design consultancy."

Not being in the know of these things I did a quick Google on the net and found out that these brands are indeed reputable, and that the rumours of costs are likely true, Pentagram lists amoung its clients Sekonda and Wagamama whilst Wolff Olins list is even more heady including giants like Q8, GE, BT and Orange.

Then at union council I discover that the Students' Union is thinking of hopping on the bandwagon, hopefully getting the design work for a nominal fee or nothing. Not a bad idea, but what about the cost of upgrading all the signs, business cards, headed notepaper, teeshirts etc. it all mounts up.

I suppose what I'm asking is this; do we really need a new logo? Will it do us more good than new computers, books or equipment? As I said I'm no fan of the current logo and have no problem with them changing it, it's the costs that concern me, especially in the current climate with AUT strikes and the academics who are being 'lost' to us.

So I'm left with one real question; if the design team of the UniS logo were so good, why does it need to be done again, not even 10 years later? Hardly what I would call making a lasting impression. Has the branding failed?... If so can we have our money back please?

More information on the re-branding is available at http://www.surrey.ac.uk/gateway/brand/