Identity Study Suggested Name Change To Enhance Reputation, Increase Donations In May 1992, the University embarked on a mayor study of its identity in an effort to focus the University’s communication efforts, enhance its reputation and increase private financial support. The study grew out of Weber State’s desire to create a unified approach to graphics that would reflect the quality of the institution. The University hired Downey, Weeks & Toomey, a New York consulting firm, because of the firm’s strategic approach to graphic identity. Researchers conducted in-depth interviews with more than 100 faculty, staff, alumni, lawmakers, high school students and others to determine how these key audiences perceive the institution. _ One of the recommendations of the study is to consider dropping “state” from the institution’s name. The consultants said such a name change would more accurately reflect the Universiy’s distinctive qualities. “We feel that (Weber University) would be more powerful in conveying a sense of quality and some of the ‘private school’ feeling that in fact exists at the university,” the report states. “Designating the institution “Weber University’ could help to convey the image of a warmer, more academic school.” The strategic planning task force will gather campus opinion about a name change through a series of campus hearings. Faculty, staff and students also are invited to submit written statements to Helen James, chairwoman of the strategic planning task force, at Mail Code 2503. The task force will make a final recommendation by the end of the quarter. WEBER STATE UNIVERSITY Advantages e Establishes a clear connection with the state ¢ Distinguishes the institution from other “Webers,” such as Weber High School and Weber County ¢ Perpetuates a traditional name used for 30 years ¢ Removes hints of an association with the Mormon Church ¢ Diverts criticism about “another name change” (two years after the last name change) e Eliminates potentially divisive political debates about a name change ¢ Discourages possible derogatory abbreviations like WU (‘woo” WEBER UNIVERSITY Advantages ¢ Requires use of “University” as part of the name ¢ Severs the connection with a name long identified with “college” rather than “university” ¢ Reflects a small, private-school feeling ¢ Depicts a campus with small classes and a nurturing faculty ¢ Emphasizes similarities with prestigious institutions like Purdue University, a state school with a privatesounding name. ¢ Discourages comparisons with schools like Utah Valley State College, a two-year community college e Eliminates associations with schools like Wayne State University perceived as “third-tier” because they include “State” but lack the state name, as in Michigan State or Ohio State