So the University of Houston–Downtown has decided they will be changing their name. There’s been a lot of discussion about new names, and UHD has ruled out any names that have “University of Houston” in it. That’s a big mistake in my book.
What nobody seems to talk about is the damage the name change will cause to the University of Houston System! Having “University of Houston” in the name is what allows for name recognition, not because of simply the flagship university, but because it’s part of something greater than just one university. Dr. Hoffman would probably hate to see what Max Castillo has done here.
Allowing a university in the system to disregard those system ties is signifying a weak brand recognition for UHS. Our system is fledgling as it is, we don’t need more fragmentation, but unification. Let’s look at some of the more prominent public university systems in the country. Do you think the universities in the University of California system don’t want to be associated with the UC name? How about the universities in the University of Texas System? The fact is that it actually helps to build a university, rather than tear it down.
Having a similar name to a “flagship” university in the system doesn’t stifle growth either. Just ask UCLA. The school made a name for themselves on their own. UTSA, UTEP, and UTD are starting to do it too. As Chancellor Khator has mentioned in the past, there’s nothing formally set-up that disallows UHD from being treated equally from UH.
Thus I recommend, if there is to be a name change, that it keeps the “University of Houston” in the name. My favorite was “University of Houston-Allen’s Landing”. It’s distinctive, nods to history, is highly Houston-oriented, and upholds brand recognition for the University of Houston System. Hell, it even could be a kinda catchy little abbreviation; UHAL.
So what’s going on with the situation right now? Well, upon Castillo and Khator agreeing on the new name “University of South Texas”, they presented it to University of System Board of Regents. They promptly rejected it for multiple reasons, and a new process will begin to determine a name. I hope that maybe those involved in the name change start thinking about UHS brand recognition, and allow for UH names again in the new process.