The College of DuPage has hired a consultant at the cost of $290,000 in an effort to create a "brand" for the school that will improve its public reputation and allow it to transcend the stigma of "community-college" status, the Daily Herald reports.
According to the paper, Ohio branding and marketing firm Ologie already is interviewing students and others affiliated with the college to lay the groundwork for the rebranding. The college hopes to move away from its highly public battles with the Village of Glen Ellyn and its own faculty, and focus on the school's transformation over the past few years, including a $500 million renovation.
"I know it is a community college even though we don't have 'community' in the name," COD President Robert Breuder told the paper. "But I'd like it to have hybrid status ... I can't see why we can't be spoken of in the same breath as the University of Illinois and Northern Illinois University without intimating that we are something less than.
"We don't want to run with the pack. We want to run at the head of the pack."