North Carolina Central University Mounts Rebranding Campaign

North Carolina Central University, the historically Black educational institution in Durham, and unveiled a new logo and branding campaign. The new branding effort includes the tagline “Discover what’s Central to you.”

The goals of the new branding campaign were to appeal to the diverse university community; honor NCCUs historically Black college and university legacy, while simultaneous looking toward the future and; to better reflect the university’s expanding academic programs.

The new branding campaign was not received well by some members of the community who posted negative comments on social media. One alumnus stated: “The gentrification of my dear NCCU. Where is the eagle? It lacks the swag of a HBCU. I guess that was the point.”

The backlash prompted Johnson O. Akinleye, chancellor of North Carolina Central University to issue a statement that said in part: “It was never our intention to portray our institution in any manner but one that affirms the distinctiveness of NCCU. We sincerely apologize to anyone who felt hurt or offended.”


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  1. Terra McKee says:

    I simply feel that NCCU has always been an inclusive environment. Moving forward does not mean forgetting your legacy or the icons, character and identity of the university. It is unique, such as Duke and Carolina have their own identity. Yep… One look at the new icon and slogan and I agree…change it back! Some tasks are sacred and must emerge from within the Eagle’s Nest by people who represent the legacy. #WhatHappenedToTheEagle? #UnacceptableOnBothEnds #Disappointed #ShouldHaveBeenDesignedOnCampus

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