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While I thought Sydney University’s new logo was a good effort, another aspect of their rebrand­ing leaves much to be desired.

I shall simple repost my com­ment on Enoch’s blog, who also does not think very highly of the ret­ro­grade changes.

It is god damned atro­cious. It’s increas­ingly appar­ent we went to a third-??rate insti­tu­tion, and it shows up in everything they do: the qual­ity of edu­ca­tion, the qual­ity of facil­it­ies, the rela­tion­ship between the gov­ern­ing bod­ies of the uni and the stu­dents, and now the barely-??tepid effort they put into their web­site.
Who the hell thought it was a good idea to have the logo jut ting out to the left? What is this meant to rep­res­ent? That if you want to achieve some thing, Sydney Uni will jump out of left field to block you?
Why is there is logical grid or spa­cing to effect­ively man age the masses of informa­tion? Why is it so boxy? Why is the typo­graphy so bad? All-??in-??all it looks like some “designer” spent a couple of hours trawl­ing the 1990s inter net for some “cool scripts” and hacked together a Frankstein’s monster.

And this is after a very prom­ising brand ing pitch book that actu­ally looked like it was going to unify the hitherto haphaz­ard brand ing strategies. I’m really dis­gus­ted. I fully expect Sydney Uni to have slipped down the rank­ings in the next dec­ade, all the while fun­nel ling massive amounts of cor­por­ate money into its coffers. 

Mmm… virile.

“What we obtain too cheap, we esteem too lightly; it is dear­ness only that gives everything its value.“
 — Thomas Paine

Hugs are spe­cial. They provide com­fort in times of need, and express joy fol­low­ing tri­umph. And it is their rel­at­ive rar­ity that gives them that value. That works out well, because our pas­sions and emo­tions are rarely at those highs for very long.

For my gen­er­a­tion how­ever, those hugs are doled out without a second thought – they are lit­er­ally free.

I find this a little troub­ling, because these actions provide a ven­eer of rap­port and camaraderie over what are really very shal­low rela­tion­ships. If a hug is just a way of say­ing “hello”, how do we express real intim­acy? Not with kisses, because guys are end­ing their text mes­sages with them. Is it symp­to­matic of an instant-gratification cul­ture where we try to fast-track bonds of affin­ity, and in the pro­cess des­troy the worth of those relationships?

Call me a cold bitch if you want, but I find the excess­ive touchy-feelyness of other young people quite icky. Harden the fuck up people, and save hugs and kisses for when they are actu­ally warranted!

XOXO

Aus­tralia

• Aus­tralian Cap­ital Territory*
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* Not an actual state, but you know, it deserves one.

US

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