M.P. Hassel
April 10, 2024
After nearly two decades since its last rebranding effort in 2006, the Community College of Philadelphia is set to unveil a new identity. However, this two-and-a-half-year process, costing “several hundreds of thousands of dollars” according to Vice President of Enrollment Management & Strategic Communications Dr. Shannon Rooney, raises serious questions about the prioritization of funds in a community college setting.
The new tagline, “Rise from Within,” will replace the previous motto, “Success Starts Here,” supposedly reflecting a deeper commitment to students’ personal and academic growth. The old colors of black and yellow are now complemented by a vibrant palette of gold, light blue, denim blue, and navy blue, symbolizing the colors of the Philadelphian flag and the rivers flowing through the region. But is this really the best use of resources in an institution where every dollar should count toward education and student support?
Dr. Shannon Rooney, the Vice President of Enrollment Management & Strategic Communications, Megan Lello, and Antwon Martin, spearheaded the rebranding process. Their collaboration in focus groups with students and some faculty aimed to ensure the voices of the college community were heard and reflected in the new identity, all while spending an excessive amount of money that could have been directed towards more pressing educational needs.
The centerpiece of the rebranding is the new logo — a “P” with a light blue dot situated on the upper left — described dubiously as a homage to the college’s roots in Philadelphia, intertwined with the spirit of progress and unity. A subtle inclusion of the number one within the “P” is meant to be reminiscent of Mayor Cherelle Parker’s vision of inclusivity and collective strength: “one city, one Philadelphia.” This symbolism’s hefty price tag may not translate into tangible benefits for students.
The culmination of this costly journey will be celebrated at the Rise and Shine Block Party on Thursday, April 11th. Featuring readings by esteemed alumni Ebony Ferguson and Professor Michelle Myers, the event will also showcase the unveiling of a striking 3D kabuki drop, symbolizing the dawn of a new era for the Community College of Philadelphia.
As part of the rebranding rollout, superficial minutia like exterior signage, podium placards, and graduation ceremony flags will undergo immediate transformation. Interior spaces on main campus, including the replacement of vinyl siding with neon signage, the installation of vibrant campus flags along 16th Street, 17th Street, Spring Garden Avenue, and the perimeters of CATC and NERC campuses, will undergo gradual updates. The addition of blue and yellow flowers will contribute to the ongoing beautification of campus. But amidst all this, one must ask: Is this beautification worth the investment when classrooms and educational resources could potentially be suffering from underfunding?
With the unveiling of a new identity, the Community College of Philadelphia is attempting to redefine the landscape of higher education in Philadelphia. However, the broader community should critically examine whether this rebranding truly serves the students or merely adds a superficial layer of aesthetic appeal or administrators to call a success without actually working to benefit students and faculty members.
Join the Rise and Shine Block Party on 17th Street on April 11th from 11 a.m. to 1 p.m. Afterwards, continue the festivities at Matthias Baldwin Park for a joyful happy hour starting at 4 p.m. Enjoy refreshments, live entertainment, and the company of fellow members of the Community College of Philadelphia community.
The Independent 
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