Tue
      Gapre
     
    
   
   
    
     
       
     
    
   
   
    
     
       
     
    
   
   
    
     
      Identity
      Crisis
     
    
   
   
    
     
       
     
    
   
   
    
     
      UPEI
      struggles
      to
      choose
      its
      image
     
    
   
   
    
     
       
     
    
   
   
    
     
      by
      Sarah
      K.
      Murphy
     
     
      NEWS
      EDITOR
     
    
   
   
    
     
       
     
    
   
   
    
     
      The
      thirty-one
      year
     
     
      old
      University
      of
      Prince
     
     
      Edward
      Island
      is
      faced
      with
     
     
      an
      identity
      crisis.
     
    

    
     
      At
      a
      January
      14"
     
     
      Senate
      meeting,
      alengthy
     
     
      debate
      arose
      over
      the
      use
     
     
      of
      UPEI’s
      Coat
      of
      Arms
     
     
      and
      its
      more
      modern
     
     
      logo.
     
    

    
     
      “Tt
      is
      only
      a
      part
     
     
      of
      the
      larger
      discussion
     
     
      [about
      identity],”
      said
     
     
      Dr.
      Paul
      Boudreau,
     
     
      Psychology
      Professor
      and
     
     
      member
      of
      Senate.
      “We
     
     
      want
      to
      make
      that
     
     
      [identifier]
      something
     
     
      the
     
     
      community
      can
      be
      proud
     
    
   
   
    
     
      of.”
     
    
   
   
    
     
      university
     
    
   
   
    
     
      The
      Coat
      of
      Arms,
     
     
      which
      proudly
      adorns
      the
     
     
      walls
      of
      a
      number
      of
      campus
     
     
      buildings,
      was
      replaced
      in
     
     
      1997,
      by
      the
      current
      U-logo,
     
     
      on
      most
      UPEI
      letterheads,
     
     
      business
      cards,
      and
      web
     
     
      pages.
      This
      logo,
      designed
      by
     
     
      McArthur
      Thompson
      and
     
     
      Law
      Inc.,
      was
      conceived
      as
     
     
      part
      of
      a
      strategic
      marketing
     
     
      campaign
      and
      as
      a
     
     
      recruitment
      tool
      in
      which
     
     
      UPEI
      reportedly
      invested
     
     
      8000
      dollars.
      This
     
    
   
   
    
     
      new
     
    
   
   
    
     
       
     
    
   
   
    
     
       
     
    
   
   
    
     
      identifier
      was
      to
      provide
     
     
      the
      university
      with
      a
     
     
      more
      consistant
      image.
     
    
   
   
    
     
      “The
      intention
     
     
      was
      never
      to
      replace
      the
     
     
      Coat
      of
      Arms,”
      said
     
    
   
   
    
     
      Suzanne
      Copan,
      Manager
     
     
      of
      Marketing
     
    
   
   
    
     
      and
     
    
   
   
    
     
      ECA
      ELIE
     
     
      UP
      aT
     
     
      PT
      UL
     
    
   
   
    
     
      Coat
      of
      Arms?
     
    
   
   
    
     
      PU
      ITH
     
    
   
   
    
     
       
     
    
   
   
    
     
      Communications
      at
     
    
   
   
    
     
      Advancement
      Services.
     
     
      The
      university,
      added
     
     
      Copan,
      was
      simply
     
    
   
   
    
     
      looking
      for
      an
      identifier
     
     
      which
      was
      more
      readily
     
     
      recognizable,
      unlike
      the
     
     
      Coat
      of
      Arms
      which
      can
     
     
      also
      be
      difficult
      to
     
     
      reproduce.
     
    

    
     
      “The
      real
      point
     
     
      of
      the
      discussion,”
      said
     
     
      UPEI
      President
      Wade
     
     
      MacLauchlan,
      “was
      the
     
    
   
   
    
     
      desirability
      of
     
    
   
   
    
     
       
     
    
   
   
    
     
       
     
    
   
   
    
     
      emphasizing
      and
     
     
      embracing
      the
      University’s
     
     
      heritage.”
     
    

    
     
      Boudreau
      believes
     
     
      UPEI
      should
      take
      better
     
     
      advantage
      of
      its
      historical
     
     
      context
      in
      representing
     
     
      itself
     
    
   
   
    
     
      nationally.
      In
     
    
   
   
    
     
      and
     
     
      his
     
     
      the
     
    
   
   
    
     
      official
     
    
   
   
    
     
      regionally
     
    
   
   
    
     
      opinion,
     
    

    
     
      university's
     
     
      Coat
      of
      Arms
      offers
     
     
      an
      effective
      way
      of
     
     
      doing
      so.
      According
     
     
      to
      Boudreau,
      it
      (The
     
     
      Coat
      of
      Arms)
      is
     
     
      therefore
      better
      suited
     
    
   
   
    
     
      for
      university
     
     
      documents,
      along
     
     
      with
      the
      UPEI
     
    
   
   
    
     
      calendar,
      web
      pages,
     
     
      business
      cards,
      instead
     
     
      of
      the
      U-logo.
     
    

    
     
      “It
      [the
      Coat
      of
     
     
      Arms]
      reflects
      the
      historical
     
     
      narrative
      which
      predates
     
     
      UPEI,”
      said
      Boudreau.
     
     
      This
      the
     
    
   
   
    
     
      university
      from
     
    
   
   
    
     
      lack
     
    
   
   
    
     
      would
      set
     
     
      apart
     
     
      institutions
      which
     
     
      UPEI’s
      history.
     
    

    
     
      A
      number
      _
      of
     
     
      Senate
      members
      in
     
     
      attendance
      at
      this
      meeting
     
     
      believe
      that
      UPEI’s
      Coat
     
     
      of
      Arms,
      gives
      a
      better
     
    
   
   
    
     
      reflection
      of
      the
     
    
   
   
    
     
      IDENTITY
     
    
   
   
    
     
      continued
      on
      page
      4
     
    
   
   
    
     
       
     
    
   
   
    
     
      i
      —
      oe
      —)