By Keyoor Purani*
For much of India’s post-independence history, premier public universities and institutes placed little emphasis on branding. Reputation rested on legacy, state patronage, and alumni success, not on active brand strategy or identity systems. But the higher education landscape has transformed. In the past two decades, India has seen an explosion of private universities, rising from a few dozen to more than 450, and creating a crowded and competitive marketplace.
Many of these institutions adopt names built around aspirational words such as Global, International, Indian, and Heritage, or they draw on historical references such as Nalanda and Ashoka, seeking to signal ambition and legacy. The outcome is often a lack of difference and confusion. On the other hand, for today’s Gen Z learners, a university is not just a place of study but it is a badge of identity on Instagram handles, T-shirts, and LinkedIn bios. A study of a large private university in the U.S., published in Corporate Reputation Review, found that visual identity is significantly correlated with perceived reputation among students and external audiences. The absence of a resonant and distinctive brand can thus be a serious liability.
Lessons from IIM Ahmedabad
This tension was clearly illustrated when IIM Ahmedabad attempted to refresh its visual identity in 2022. The Board argued that the old logo lacked digital legibility and was not suited to mobile screens—implicitly positioning the change as necessary for younger, digital-native audiences. But the move unleashed uproar from faculty and old alumni, who saw it as an erosion of heritage. More than 1,600 stakeholders signed a petition demanding retention of the old logo, citing its symbolic and emotional value.
The controversy revealed how identity in academia is more than design: it carries institutional memory, credibility, and pride. For universities, visual changes are not trivial, they cut to the heart of community trust. The IIMA episode captures precisely the branding challenge in the Gen Z era: how can universities remain visually relevant while preserving legitimacy and legacy?
From Ivy League rivalries to global icons
A century ago, American universities faced similar challenges. Their solution was creative: a dual identity system. Universities retained a formal seal and word mark for authority and official communications, but developed secondary identities, often born from athletics, that spoke to students and alumni. The roots lie in Ivy League rivalries on the East Coast, where football and rowing matches between Harvard, Yale, Princeton, and Columbia created chants, mascots, and bold letterforms. The crimson ‘H’ of Harvard or Yale’s bulldog were never meant to replace the seals; they became parallel emblems of pride, energy, and belonging.Over time, this model spread across the U.S. The University of California, Los Angeles is globally known as UCLA, while Purdue’s block ‘P’ and Stanford’s ‘S with the tree’ are icons in their own right. The strategic benefit is clear. Universities project seriousness to regulators, accreditors, and researchers while offering approachability and spirit to students and alumni. Secondary identity even became a marketing lever, captured by the Flutie Effect, when Boston College applications surged after quarterback Doug Flutie’s game-winning pass in 1984. Such ‘nickname branding’ enables social identity as students, alumni, and communities see themselves as part of a shared collective, strengthening loyalty and advocacy.
Emerging signals in India
While Indian universities have not formally codified dual identities, informal practices already exist. IIT students proudly call their campuses KGP, B, D, or M. IIM alumni align with A, B, C, L, K, or I, and even created the cluster identity “BLACKI” (Bangalore, Lucknow, Ahmedabad, Calcutta, Kozhikode, Indore), which is now recognized by recruiters. These shorthand names carry belonging and bonding power that formal wordmarks never achieved.
Some private universities are beginning to borrow from the American playbook. OP Jindal University hosts sports festivals modeled on U.S. collegiate leagues. Ashoka and Shiv Nadar Universities have invested heavily in athletics infrastructure, recognizing that sports can shape campus culture and visibility. Even regional institutions are experimenting with cricket or football as brand anchors. These efforts suggest that Indian universities are waking up to the branding potential of informal identities.
Balancing gravitas and spirit
A dual brand identity system offers Indian universities a way forward. In a Gen Z environment where hashtags and merchandise often carry more brand equity than brochures, a two or three letter identity can travel farther and faster than long institutional names.
Universities may design systems that preserve tradition while cultivating resonance. But must also ensure coherence while embracing pluralism. If done well, formal and informal identities together can create a brand that speaks meaningfully to all stakeholders.
* The author is the Vice Chancellor of Prestige University Indore.
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