Stop the presses! There's a major announcement from the New School today: What was formerly called New School University and before that called the New School for Social Research, will now be called — wait for it — the New School.
We almost feel bad for their PR interns, making follow-up calls on this one.
Full release — all 600 words of it, none of which address why they felt compelled to add "A University" as a subtitle (to avoid confusion with "The New School: A Musical" or "The New School 3: With a Vengeance," perhaps?) — after the jump.
For Release August 3, 2005
EIGHT SCHOOLS, ONE UNIVERSITY NEW SCHOOL REVITALIZES IDENTITY AND CHANGES ITS NAME
(New York, NY - August 3, 2005) Today, New School University announced that the New York State Board of Regents has approved its new name: The New School. This change is part of a broader effort by the university to more clearly communicate its mission. The initiative also includes officially changing the names of its eight schools to underscore their connection to the university, and the introduction of a new graphic identity.
"The New School is a multi-disciplinary institution, founded nearly a century ago as a bastion of intellectual and artistic freedom where education is seen as a tool to produce positive changes in society," said New School President Bob Kerrey. "The name change and new identity reflect and announce an ongoing, comprehensive renaissance, in the works for the past several years. From the very beginning in 1919, when we were established as The New School for Social Research, the public simply referred to us as The New School. It has been and continues to be the name that best captures who we are. It invokes our heritage as well as reinforces our reputation for innovation."
Prior to the name change, The New School undertook an intensive, two-year study to gauge the public's perception of the university. The findings of this extensive research support this initiative.
The New School is comprised of eight schools, each unique and highly regarded in its own right, and each further strengthened by being grounded in a focused university structure. This is reflected in the new names of the individual schools:
- The New School for General Studies (formerly The New School)
- The New School for Social Research (formerly Graduate Faculty of Political and Social Science
- Milano The New School for Management and Urban Policy (formerly Robert J. Milano Graduate School of Management and Urban Policy)
- Parsons The New School for Design (formerly Parsons School of Design)
- Eugene Lang College The New School for Liberal Arts (formerly Eugene Lang College)
- Mannes College The New School for Music (formerly Mannes College of Music)
- The New School for Drama (formerly Actors Studio Drama School)
- The New School for Jazz and Contemporary Music (formerly Jazz & Contemporary Music Program)
"The different schools share a common set of goals that defines the university, yet at the same time each has a distinct voice," said Kerrey. "Linking the name of each school with the name of the university, without losing the individual identity, reflects this important dynamic."
The names come with a new graphic identity, which is vibrant, kinetic, dynamic, and untraditional, developed by leading brand consultancy Siegel & Gale. There is no one school color as with most universities. Instead the palette is a bold statement of bright reds, oranges, and yellows. In addition, the logo is not fixed, but rather it has multiple states to exemplify a school that is active and alive. Evidence of the new design will be seen starting this summer.
For more information on the two-year study, and to see examples of the new identity, please visit: www.identity.newschool.edu.
ABOUT THE UNIVERSITY
Located in the heart of New York's Greenwich Village, The New School is a center of academic excellence where intellectual and artistic freedoms thrive. The 8,800 matriculated students and 15,000 continuing education students who attend the university's eight schools enjoy a disciplined education supported by small class sizes, superior resources, and renowned working faculty who practice what they teach. Artists, scholars, and students from all walks of life attend its diverse programs and can earn everything from program certificates to bachelor's, master's, and doctoral degrees. When The New School was founded in 1919, its mission was to create a place where global peace and justice were more than theoretical ideals. Today, The New School continues that mission, and endeavors to foster worthy and just citizens of the world. For more information about the university, please visit www.newschool.edu.
# # #