The University of Warwick is undergoing a rebranding. It is dropping the stuffy old crest from its logo, replacing it with a stronger emphasis on the word Warwick.
A draft consultation paper on the institution's website says:
"As with most universities, Warwick is often used as shorthand for the University of Warwick. However, unlike many universities, its name is not shared by a plethora of other organisations in the same city or region. This makes Warwick almost synonymous with The University of Warwick."
While the university's image might benefit from playing down the fact that it is located in Coventry, to sweep away the kingmaker and a thousand years of the history looks a bit hubristic.