The clasped bible scrapped from the revised Trinity logo criticised by staff and students in March has been reinstated as part of new visual identity proposals passed by Trinity board members today. The latest logo prototype has been reworked to more accurately reflect the original components of the university shield and will retain the name “Trinity College Dublin, the University of Dublin”. The new logo will now be made available to download from an online portal for use in materials such as presentations, signage, event materials and letters.
The revision follows criticism of the original prototype given preliminary approval by board members in March. The logo then presented to board had removed the original five-colour scheme including blue and gold in an effort to move away from the combination of colours associated with brands like Ryanair and Ikea. The proposed blue and white alternative saw the closed bible that had traditionally featured in Trinity’s crest being replaced by open book to “signify the tradition of scholarship which should be accessible to all”, while retaining the lion, harp and castle. The revised logo had also replaced the name “Trinity College Dublin, the University of Dublin” with “Trinity College, the University of Dublin”. Several senior academics had been particularly vocal in their criticism of the logo change, and an online petition calling on the provost and board “to refrain from altering the College name and coat of arms” was signed by over 1,800 people.
While the components of the original Trinity logo will be retained in this new version, the blue and white scheme used in the revision criticised last year will not be changed. However, the traditional five-colour logo will be available on request for ceremonial occasions, with an identity guidance governing group meeting twice a year to review applications for use of the traditional crest.
The visual identity proposals have been overseen by a working group chaired by College’s registrar, Professor Shane Allwright. Among the criteria laid down in response to feedback were the need to retain the heraldry in the original Trinity shield, ensure its shade of blue is reflective of the Trinity blue and restore the name “Trinity College Dublin, the University of Dublin”. The group has consulted with over 40 groups of students, staff, fellows and alumni about the revised proposals over the last six months, according to Allwright.
“The Strategic Plan 2014-2019 states that that the work on visual identity should be completed, and optimal consistency across the university ensured and that ‘a balance is achieved between the heritage elements of Trinity’s identity and the innovation in education and research articulated in this strategy’,” Allwright said in a statement yesterday . “In consultation with the College community, we believe the proposed visual identity achieves this.”
“Feedback from Trinity’s student societies and clubs is that they needed an identity format that could be easily and inexpensively applied across a range of materials and we believe the approved visual identity will achieve this,” she added in a follow-up statement released today. “We plan to work with the Central Students Society and DUCAC in relation to its implementation over the coming months.”
Work on a new Trinity logo began in August 2013 as part of College’s identity initiative scheme, with a budget of €100,000. Its aim, Provost Patrick Prendergast had said in an email to students in November 2013, was “to create a shared visual identity and narrative for the entire university” that will allow it “to tell a more cohesive and powerful story about what Trinity wishes to achieve in the future.”