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AUB Unveils New Logo, Removing Arabic Calligraphy
Earlier today, the American University of Beirut (AUB) unveiled its new logo on its social media accounts. In a message announcing the change, President Fadlo Khuri cited Greek philosopher Heraclitus to explain the change, quoting that “the only constant in life is change.”
On Twitter, AUB announced that “this new look reaffirms our identity as one of the most prestigious universities of the Global South, firmly rooted in Beirut, yet with a robust global presence.”
With a new campus opening in the Cypriot city of Paphos, and others in the works, it is clear that AUB has tried to create a more globally appropriate logo to fit into these expansion plans.
Most notably, the new logo discards the Arabic calligraphy that had adorned its predecessor and does not actually include the word “Beirut” in its circular form. Despite the use of a so-called “Berytus Red, which is inspired by the distinctive red soils of Lebanon,” the logo is a clear step away from the university’s origins.
The Latin “Ut vitam habeant abundantius habeant,” capturing the Main Gate-inscribed motto of “that they may have life and have it more abundantly,” now becomes the main identity in the logo, superseding the university’s name and location. Perfect for a university seeking to universalize its “brand.”
Getting rid of the features that made the last logo unique, the new logo feels like a hollow stand-in for an institution that is nowhere and everywhere at once.
On Twitter, AUB announced that “this new look reaffirms our identity as one of the most prestigious universities of the Global South, firmly rooted in Beirut, yet with a robust global presence.”
It is our sincere pleasure to share the revamped logo of the American University of Beirut. This new look reaffirms our identity as one of the most prestigious universities of the Global South, firmly rooted in Beirut, yet with a robust global presence. https://t.co/lEuMqggZyu pic.twitter.com/75WiAJBIyS
— AUB (@AUB_Lebanon) August 31, 2022
With a new campus opening in the Cypriot city of Paphos, and others in the works, it is clear that AUB has tried to create a more globally appropriate logo to fit into these expansion plans.
“Of Beirut” looks like it could disappear and no one would notice
— What garden? (@FlightTerror) August 31, 2022
I didn’t know they were starting a wine brand…
How much did they pay the designer.
We’d love to know https://t.co/czRBx8NWQV
Most notably, the new logo discards the Arabic calligraphy that had adorned its predecessor and does not actually include the word “Beirut” in its circular form. Despite the use of a so-called “Berytus Red, which is inspired by the distinctive red soils of Lebanon,” the logo is a clear step away from the university’s origins.
AUB kept the Latin but removed the Arabic https://t.co/3qzil4ozyj
— Camille Mroue (@camille_mroue) August 31, 2022
The Latin “Ut vitam habeant abundantius habeant,” capturing the Main Gate-inscribed motto of “that they may have life and have it more abundantly,” now becomes the main identity in the logo, superseding the university’s name and location. Perfect for a university seeking to universalize its “brand.”
Getting rid of the features that made the last logo unique, the new logo feels like a hollow stand-in for an institution that is nowhere and everywhere at once.
