Trinity was founded in 1592, as Trinity College, University of Dublin, just like Trinity College, University of Cambridge, and Trinity College, University of Oxford. This was done on purpose, mirroring the aesthetics and academic traditions of England’s collegiate universities. Trinity was designed to stand alongside Oxford and Cambridge, but while Oxford and Cambridge have embraced their image, Trinity seems determined to erase its own. From its shift towards a modern brand identity to the uninspired new construction projects reshaping the campus, the administration appears intent on stripping away the very character that makes it exceptional.
Trinity’s current “visual identity” was designed in 2014, with the help of a consulting firm that felt the previous logo was “too closely associated with budget brands such as Ryanair and Ikea”. Instead of seeing this remark as an insult, Trinity’s administration responded by discarding what was left of the traditional hallmarks of its historical collegiate branding: the heraldic crests, mottos, and color schemes, opting instead for its current generic and corporate identity.
The logic behind the rebranding was of misguided aspiration. In an attempt to make Trinity appear modern and competitive on a global scale, the administration fundamentally misunderstood what makes Trinity distinctive. Oxford and Cambridge have successfully embraced modernity without diluting their historic image; their heraldry remains intact, their collegiate identities preserved. Trinity, by contrast, seems eager to sever its ties to its own past, as though ashamed of the very heritage that gives it prestige. Branding consultants may insist that tradition is outdated, but paradoxically, it is precisely this tradition that attracts students, faculty, and tourists alike.
Of course, not all modernization is misguided. Trinity continues to make commendable strides in research, sustainability, and student facilities. But while embracing innovation in education and infrastructure is essential, there’s no reason it should come at the expense of Trinity’s historic identity. Other leading universities have shown that it’s possible to modernize while respecting their past. Trinity can do the same.
Over 10 years after the rebrand, Trinity is continuing to lose sight of what made it special to begin with. The growing corporate identity isn’t limited to its theoretically easily changeable “brand image”; it is becoming literally set in stone. The currently under construction E3 Learning Foundry, poetically positioned directly affixed to the historical zoology building, stands as a prime example of Trinity’s corporate identity infecting the campus actively and permanently. Despite the praise for its sustainability, its stark and modern aesthetic should be cause for concern. It in no way complements the campus’s traditional grandeur. The Foundry’s design feels like yet another step in the direction of any other generic university that doesn’t have the opportunity Trinity does, to preserve its history. It is a part of a shift that risks erasing the unique identity that Trinity once celebrated. While it may be unrealistic to expect Trinity to reproduce the charm of places such as Front Square, it is worth considering whether the university could, in some way, uphold its historical identity in future developments. A larger philosophical debate exists about the ethics of reconstructing buildings of the past in the present: should we aim to replicate history, or are we better off forging our own path forward? Nonetheless, Trinity should at least contemplate how its future architecture and campus plans can resonate with its storied past.
Trinity’s administration putting more effort into upholding its history is truly not too much to ask, as it is this very history which Trinity directly profits from. Not to mention the world class students it attracted through its history, Trinity remains one of Ireland’s most visited tourist destinations. Every day, hundreds of tourists flock to the historic Front Square, drawn by the iconic Campanile, the charming Graduates Memorial Building, and the statues commemorating the great minds of Irish scholarship. More often than not, a queue forms outside the Long Room, where tourists eagerly part with their tickets to witness the storied shelves and ancient manuscripts. Meanwhile, the E3 Learning Foundry, with its modern design, goes rightfully unnoticed.
Trinity enjoys a privilege that most universities don’t: the opportunity to maintain and uphold its historic architecture and aesthetics. While many modern universities are compelled to adopt generic corporate brand identities out of necessity, Trinity has the freedom to preserve its heritage. A modern institution might opt for a corporate logo because using an old heraldic crest could be perceived as mimicking the grandeur that Trinity and its few counterparts inherently possess. Trinity must embrace this rare advantage and utilize what it is fortunate to have.
