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SOUTH HADLEY — For any institution, rebranding can be a adventitious to administer a beginning covering of paint. But there are affluence of pitfalls, too, and Mount Holyoke Academy is acquirements that firsthand.

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“We are listening,” were the aboriginal words of a contempo bulletin that Charles L. Greene II, Mount Holyoke’s carnality admiral of communications and marketing, beatific to the campus association in acknowledgment to backfire over a proposed new logo for the college.

The logo in catechism featured the cast “MHC” organized in such a way that the “H” and “C” additionally formed the Venus attribute — the pictogram that consists of a amphitheater with a cantankerous beneath it, generally acclimated to represent the changeable gender.

That symbol, as able-bodied as hot blush versions of the logo, drew ire from some acceptance and alumni online. One above student, Tessa Ann Schwarz, wrote on Twitter that the Venus attribute fabricated it assume like no transgender or nonbinary bodies anytime accelerating from the college.

“Speaking as one of those auto alums, you all will not be accepting my money until this is changed, and I am not alone,” Schwarz tweeted.

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Others arise to accept taken affair with the rebranding accomplishment in general.

“Why am I advantageous added than $60K a year for my daughter’s apprenticeship alone to accept them decay money on such an cool endeavor?” one ancestor asked on the college’s Facebook page. Another affiche was added blunt: “Am I attractive at a abundance test?”

On Thursday, the academy began soliciting acknowledgment from a accumulation of students, who aloft apropos about the Venus symbol, which consultants had proposed as an advantage for cast character and logo, according to Greene’s message.

“It is now axiomatic to us that this attribute has a continued history of exclusion affiliated to movements that, while trailblazing for some groups, represents the abandoning of others.” Greene wrote. “While it is consistently black to apprehend that our artistic assignment has not accomplished its goals, it is acutely abashing to apprehend that the assignment is apparent as abhorrent and damaging.”

The perils of rebranding are accustomed to those in the arena who bethink aback the Economic Development Council of Western Mass. had to put a abeyance on its $80,000 “West Mass” business attack afterwards acute accessible outcry.

The academy did not say how abundant it had paid the close Ad Hoc, which has been alive with Mount Holyoke on several projects involving its “visual identity,” according to academy backer Keely Savoie. 

Savoie said Mount Holyoke’s leaders absitively to amend their branding in the abatement of 2017.

“This accommodation to accompany a new attending and feel grew out of a comprehensive, institutional planning process,” Savoie said. “Developing a new logo was allotment of our absolute access to amend and strengthen the acceptability of the academy as a modern, global, avant-garde force in education.”

Moving forward, Savoie said the academy will not be application the proposed logo, and will be administration a new alive plan with the academy association in January.

Greene, for his part, said in his letter that the logo should represent the college’s ample assortment “without tokenizing or marginalizing any associates of our community.” In adjustment to do that, he said the aggregation in allegation of the rebranding will be demography “a footfall aback in the architecture process” to get added acknowledgment and accord in the process.

“As we alpha the new year, we attending advanced to reconnecting with acceptance who volunteered to abide advising us on this action as able-bodied as others who ability be interested,” Greene wrote. “In accession to creating a academic apprentice architecture advising board, we will additionally accost added approved acknowledgment from graduates, faculty, and staff.”

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