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Redesigning the Redesign

This article originally appeared in the Bentley Magazine.

Redesigning the Redesign


Bentley’s original redesign of its logos and trademarks as part of a new marketing strategy last fall went well, except for the main logo.

Opinions abound on the Bentley brand. A longer version of this article appeared in The Vanguard student newspaper. Share your views at

I’ve written about the logo redesign in The Vanguard and won’t repeat the complaints here, but I think the Bentley administration deserves a hand for listening to all stakeholders. Despite investing in research, several designs, jerseys, clothes, arches, and a large-scale launch of the redesigned logo, administration decided to avoid a stubborn showdown and endless complaints, and changed its main logo again.

The logo design is less flashy and builds its overall image on a growing history, higher education respectability, and high-soaring vision rather than the sexy technology industry we don’t belong in.

It may never be perfect, and there will always be some who are uncomfortable with the change. But our logo’s final transition is far better than the initial redesign and more attractive than the original one I saw as a freshman three years ago.

There are some that question why we had to change to begin with. Although the school has made a case for change, let’s consider it at a much more basic level.

We are a growing university. The conditions in which the old logo was designed are not the conditions in which we operate today.

Our old logo was colorless, boring and plain. This new one is vibrant in school colors, points to our history, and better reflects a growing university that seeks to be a stronger influencer in the world of education and beyond.

Since arriving at Bentley, we have noticed there are many things that need improvement.

The activist inside me is usually the first to call administration out if things aren’t being done right. But here, Bentley’s Marketing Department, Board of Trustees, president and all others involved deserve a standing ovation for their open-mindedness to changing what seemed like a final redesign.




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