By David Sher
It’s just been announced that UAB is refreshing its logo after 50 years.
It appears UAB is not changing its name, but updating its logo.
I published a column nine years ago recommending that UAB change the name it calls itself to UA Birmingham because I thought it best for the University of Alabama, UAB, and it would be a big boost for Birmingham.
UAB’s legal name is the University of Alabama at Birmingham. So no need to change that.
It was probably farfetched to suggest a name change at the time since it would have been wildly expensive to update, but it appears now that UAB is incurring the expense of updating its logo.
The letters ‘UAB’ just don’t mean anything. They are generic and not memorable.
The University of Alabama is a premier brand—why not take advantage of UA’s great name and its ties to Birmingham?
Here is the original column (I’ve made minor edits)
Is it time for UAB to change its name?
It never would have crossed my mind.
But when a friend suggested that UAB change its name, my first reaction was ‘what a great idea, why didn’t I think of that?”
I’ve thought about it ever since. The more I think about it the more I like it.
His idea is to change UAB’s name to UA Birmingham.
This makes sense on so many levels.
UA Birmingham gives us an opportunity to take advantage of both the UA brand and promote Birmingham at the same time.
And there’s precedent from other states with multiple Division 1 schools within their systems.
The University of California has ten state schools–each with a strong identity. There’s UCLA, UC Berkley, UC Irvine, UC San Diego, etc.
The University of North Carolina has 17 campuses spread across the state: There’s UNC, UNC Asheville, UNC Charlotte, UNC Greensboro, etc.
We should have UA, UA Birmingham, and UA Huntsville. The current UAB initials don’t tie us to UA or Birmingham.
This is technically not a name change since our name is already The University of Alabama at Birmingham, but a change in what we call ourselves would make a difference.
This is about identity more than appellation. Nothing changes in a material way within the organization, but to the UA Birmingham alumni, student body, staff, faculty and other supporters, there would be a more clearly identified and unique institutional identity.
This is in many ways more powerful because it is about self-identification. It is about unifying the support for this institution. While still identifying with the overall state system, UA Birmingham wants to assert itself, have its voice, and proudly say, “I’m from Birmingham.”
UA has one of the strongest, if not the strongest, state college name brand in America and this would give UA Birmingham the opportunity to take advantage of this reputation. This would also be good for UA because ‘UA’ in the name would gain the prestige of UA Birmingham’s Medical School, research, and other high level programs.
Birmingham is going through a renaissance. We take pride in our city and it would be great to include our Birmingham name in ‘our’ school and medical facilities rather than have the ‘B’ for Birmingham buried in the initials.
UAB is a huge asset for Birmingham, but the ‘UAB initials’ likely mean nothing to folks who live out-of-state.
Now that we’ve lost Birmingham-Southern, it would be good for the city and the campus to have a major university with its location front and center.
All three brands would benefit, UAB, University of Alabama, and Birmingham
What do you think?
David Sher is the founder and publisher of ComebackTown. He’s past Chairman of the Birmingham Regional Chamber of Commerce (BBA), Operation New Birmingham (REV Birmingham), and the City Action Partnership (CAP).
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If it ain’t broke don’t fix it. Everyone in the entire world already knows that UAB is not in California, not in Oregon, not in Minnesota, not in New York, not in Texas or any other city or state outside of Birmingham Alabama. Leave it alone.
UAB world renowned for medicine. Would not want to lose that.
Ha ha ha yes it is not broken!!!
Some even suggested the name University of Birmingham, but like the University of Chicago that might be a little elitist ? Best to celebrate the letters UAB which are now known all over the free world!!!
As a University of Alabama graduate, I have long wanted UAB to change its name and UA Birmingham would be a great solution. I have my own selfish reasons: I have lived in Birmingham and Huntsville and I would “catch” student of each proudly declaring themselves a student of “the University of Alabama.” I gently prod them to clarify that they were at another campus because I think it’s important. Also, now that we’ve lost Birmingham-Southern, it would be good for the city and the campus to have a major university with its location front and center.
Edward, that’s such a good point about losing Birmingham Southern that I’ve added it into the column. Thanks!
Make UAB independent from the University of Alabama. It could be an institution with its own board of trustees and be known as “Birmingham University” (“the University of Birmingham” is taken by a university in Birmingham, England). I know this is a whole other issue, but Birmingham’s largest university being controlled by out-of-town folks who don’t share our values has historically been a source of tension.
I achieved the to be paid opportunity to teach at the British University of Birmingham for a semester, but could not take it for family reasons.
David, is is a great idea even though the usual nay Sayers don’t think so. No I agree that it is not broken, but their is no excuse for not improving it to everyone’s good advantage. Do it! Please!
Be careful what you wish for! “Free UAB” sounds good but doubt it could make it on its own – without
Big Mama’s bank roll. But, if she approves adding a local identity I would go for…. UA BIRMINGHAM (UAB).
This will sound silly because I admit that it is and I am being intentional to make a point. In it I am reminded of Martin Luther King’s unforgettable statement: perhaps somewhat paraphrased ,” It is not the color of the skin that counts but the content of the character.’ That is not what is silly, not at all. This is: why suggest the new name “The Magic University of Birmingham Alabama. After all is not Birmingham the Magic City, or is this inappropriate because it has lost its magic? I do not believe it has lost its magic; the magic has just been a bit sidelined.
So what, the name is not the important thing. How is it? What is its quality? UAB happens to be a significantly fine University, that could actually stand to be separate from the University of Alabama system and removed that added bureaucratic layer that so often interferes with the quality of the institution itself.
My experience is almost my entire career: Harvard, University of Tennessee – Knoxville as Dean of Architecture, Florida A&M University in Tallahassee as Dean of Architecture as well as Dean of the graduate architecture program at the University of South Florida in Tampa, all the accreditation and more, followed by continuing full professorship. Quality (good, better or best?) of education and student’s retention of that education is what really counts and adds value to their lives and places where they live and work and make their contribution. I can never not love my hometown, Birmingham, and the people I know and meet there. That is a very special kind of magic!
This will sound silly because I admit that it is and I am being intentional to make a point. In it I am reminded of Martin Luther King’s unforgettable statement: perhaps somewhat paraphrased ,” It is not the color of the skin that counts but the content of the character.’ That is not what is silly, not at all. This is: the new name I suggest, “The Magic University of Birmingham Alabama. After all, is not Birmingham the Magic City, or is this inappropriate because it has lost its magic? I do not believe it has lost its magic; the magic has just been a bit sidelined.
So what, the name is not the important thing. How is it? What is its quality? UAB happens to be a significantly fine University, that could actually stand to be separate from the University of Alabama system. An added bureaucratic layer that so often interferes with the quality of the institution itself would be removed.
My experience is almost my entire career: two degrees from Harvard, where as a student leader I brought some change, the University of Tennessee – Knoxville as Dean of Architecture, Florida A&M University in Tallahassee as Dean of Architecture as well as Dean of the graduate architecture program at the University of South Florida in Tampa, all the accreditation and more, followed by continuing full professorship. Quality (good, better or best?) of education and student’s retention of that education is what really counts and adds value to their lives and places where they live and work and make their contribution. I can never not love my hometown, Birmingham, and the people I know and meet there. That is a very special kind of magic!
I’m not sure what you mean about Big Mama’s bank roll. UA has an almost $3 Billion annual economic impact on the state while UAB’s annual impact is four times greater at more than $12 Billion per year. UAB is the economic engine of the state university system.
Impressive numbers. Even if ‘Big Mama’ does mean the system, is none of UAB’s money number included in UAB’s? Well even is it is that would just be a relatively small percentage wouldn’t it?
I am aware that UAB has received massive amounts of money for research, a very significant addition to the record of Birmingham being a significant research city, Southern Research etc.
Birmingham in not a nothing city! It is a very much changed and improved city And it is still not terribly big and unthinkably nasty to live it. Just get better, not bigger.
To clarify: is any of the state money included in the UAB numbers you reported? Or is that amount only UAB specific money?
You do realize that the cash cow is in Birmingham?
CORRECTION:
I would go for ALABAMA BIRMINGHAM
Leave it alone. I am a 1974 graduate of UAB. The letters are a brand unto themselves all over the world now. Let it be. Now, I’m not a big fan of the name Blazers but I get the alliteration. Find a better name and I’ll listen but UAB is just fine the way it is.
“The University of Alabama is a premier brand—why not take advantage of UA’s great name and its ties to Birmingham?”
Admittedly, the Institute of Football Studies at UAT is nonpareil, but the rest of the institution?
I think that is the first time I have seen UAT. If you had not mentioned football, I might still be trying to figure it out!
There are many more things that U.A.B. needs to address before spending money on new letterhead. How about helping U.A.B. Hospital’s expand emergency room facilities do that people don’t spend 10+ hours on a gurney in a hallway. as I did when I had a heart attack.
Nothing beats finding a solution to a problem that doesn’t exist. Not only that but nothing is free. I seem to remember when Birmingham Internal Airport changed it name the cost was $300K just for signage alone.