University logos and the commoditisation of higher education

Authors

Donell Holloway, Edith Cowan University
David Holloway

Document Type

Conference Proceeding

Faculty

Faculty of Community Services, Education and Social Sciences

School

School of Communications and Arts / Centre for Research in Entertainment, Arts, Technology, Education and Communications

RAS ID

3911

Comments

Holloway, D. J., & Holloway, D. A. (2005). University logos and the commoditisation of higher education. Australian & New Zealand Marketing Academy (ANZMAC) Conference.

Abstract

This paper explores the manner in which university logos and other media imagery have been changing over the last decade or so. It proposes that this reflects changes in the revenue generating circumstances Australian universities now find themselves in. It also questions whether corporate-style imagery that strays too far away from the conventional university image is appropriate in light of the federal Education Minister’s recent questioning about the very definition of a ‘what a university is’.