Archive for corporate branding

Branding versus Science

Posted in Education with tags , , , on July 8, 2020 by telescoper

There’s an interesting piece here by the famous Professor Moriarty bemoaning the way universities try to impose corporate branding on materials used by academics, e.g. by forcing us to use `approved’ powerpoint templates.

My main objection to these is that they tend to be very cluttered with logos and other messaging that detract from the presentation of scientific material. My usual approach therefore is to use just the university’s template for the front page, and then revert to a plainer style for the rest of the talk, usually without headers or footers or logos or background. That is of course unless I’m doing talks specifically on University business such as on Open Day talks when I need to explain things like course structure, e.g…

A more fundamental issue, however, is that scientists tend to identify as scientists rather than as marketing representatives for a given university or other institution. Physicists, for example, often work collaboratively in teams across many institutions and consequently see themselves as members of such a team first and employees of a given institution second. When they give talks to schoolkids they are much more likely to be doing so to communicate an enthusiasm for the discipline than their institution (although of course these are not mutually exclusive). It’s unlikely that the quality of the logos will be the factor that determines whether such a talk is successful…

Anyway, I’m interested however to know what the general feeling is about these, so here’s a poll that is neither particularly scientific nor specifically branded: