Oshawa’s university rebrands
President says “UOIT” name was an obstacle for “marketing and positioning”
By Chris Jones/The Oshawa Express
The University of Ontario Institute of Technology is no more as the institution is transitioning to a new brand.
The university will now be known as Ontario Tech University.
“We’re the best kept secret in Canadian higher education and it’s time to change that,” said Steven Murphy, Ontario Tech president and vice-chancellor in a press release. “We have a great story to share and our new brand creates an important new platform for more people to know us, and to study and partner with us. This is a bold new step forward for our university and the beginning of an exciting new era.”
University officials believe the updated branding will create a new look and feel due to a new visual identity, as well as market positioning.
“Our university looks at technology differently, whether it’s developing new tech breakthroughs or investigating how tech influences our lives,” said Murphy. “Ontario Tech is the first Canadian university to position itself this way and the new brand will help us share the amazing story that is tech with a conscience.”
The decision to rebrand the university came after several months of consultation and engagement with the community surrounding the university.
According to the press release, research showed only 60 per cent of respondents were aware of the university, and more than half of those did not know its reputation.
“Our audiences brought forth compelling ideas, questions and comments throughout the consultation process,” said Murphy. “It is clear the university’s original name has its challenges. It’s an exceptionally long brand name and is often portrayed incorrectly, constantly requiring us to make corrections and explain who we are, who we’re not, and what makes us different as an institution.
“Even our acronym ‘UOIT’ has struggled to gain traction. Those four letters are hard to say and often generate confusion externally,” he added. “Our brand has been an obstacle to our marketing and positioning since the founding of our university.”
The original moniker will remain for government-related business, as that is the name in provincial legislation, as well as the name in the act which gave the university life.