Named after Major General Sir Isaac Brock, who died defending Niagara from the American invasion at Queenston Heights in 1812, Brock University chose Sir Isaac Brock to serve the university's logo when it established in 1964. Their old serif typeface with Sir Isaac Brock's silhouette represent this university for half a century. Suddenly they decided to redesign the logo into plain san serif with a cliche fingerprint. The new logo is poorly executed and its fingerprint is too literal and too small to recognize. The logo doesn't represent of a higher learning institution, in stead it looks like Brock Security or Brock Investigations... It doesnt relate to Brock's brand personality-Fresh, smart, creative, passionate. It looks dull and intelligent. The redesign is a disaster.
Armin. An Academic Fingerprint. Brand New. 8 April 2010. http://www.underconsideration.com/brandnew/archives/an_academic_fingerprint.php
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