The new visual identity, intended to strengthen the university's brand and provide a more unified expression, applies to logos, profile colors, templates, websites, and external platforms. Shortly after the launch, James Mostert created the Instagram account 'chalmerslogoinitiativ' and a petition to bring back the old logo. Within a few hours, 2000 students had signed the petition.
In response to the criticism, Chalmers updated its Instagram post on Tuesday afternoon and changed its profile picture back to the old Avancez emblem. The university later posted another Instagram post answering frequently asked questions, stating that the emblem will remain as a symbol for the university but in a slightly updated form. According to SVT Väst, press chief Henrik Dahlberg said the university is listening to feedback and that there may be room for changes in the future. Communications Manager Ingrid Claesson said in an official statement that the visual language reflects the forward movement in the university's ambition and the meaning of its motto Avancez.
The visual language in our new visual identity reflects the forward movement that lies in our ambition increase and the meaning of our motto Avancez, which is our position. It becomes clear in how our new logos look and how Chalmers is portrayed in our public channels.
Chalmers' press chief Henrik Dahlberg says to SVT that they are listening to the feedback and that there may be room for changes in the future.