Trinity College Dublin has put on hold its controversial "identity initiative", which would have seen the institution rebranded as "Trinity College, the University of Dublin" under a modernised logo.

The rebranding project, strongly backed by provost Dr Patrick Prendergast, was due to have been completed in time for the publication of the university's strategic plan, which takes place today. However, a backlash from academic staff has forced a review.

“As time has gone by, the thinking was: ‘just get on with the strategic plan’,” Dr Prendergast said. “This is what’s in the tin. Whatever wrapper you put around it is important too, but not as important as what’s in the tin.”

Under its strategic plan 2014-2019, the college plans to invest €600 million on a series of projects, including a new business school and “entrepreneurship hub”; a cancer institute in conjunction with St James’s Hospital; and new accommodation in Dublin for 2,000 students.

Donations

The plan is dependent, however, on a boost in philanthropic donations.

The 400-year old institution says it will complete the work on a new logo and branding at some stage in the future, but only after consulting widely to ensure “a balance is achieved between the heritage elements of Trinity’s identity” and innovation in education and research.

Rebranding

Dr Prendergast had argued for the rebranding as a means of boosting recognition for Trinity’s internationally. He had pointed out that in Asia the word “college” can mean a secondary school. However, academics expressed concern at the loss of TCD as a brand identity, and criticised the planned “cheap” and “toylike” logo.

Of the identity initiative, Dr Prendergast said “it’s work that has to be done eventually but the priority is the strategic plan”.