Humber Students’ Federation to launch rebranding campaign

Jess Reyes

The Humber Students’ Federation (HSF) is moving away from its original brand, first conceived in the early 2000’s.

In the hopes to further integrate the students of University of Guelph-Humber with those of Humber College, the students’ federation has decided to change its name.

HSF is looking to promote an environment of inclusivity, allowing for students attending both Humber and Guelph-Humber to feel like one student body, said Ammar Abdul-Raheem, HSF vice president of student affairs.

Many students are unfamiliar with the planned changes to the federation, said Abdul-Raheem.

Ahmed Tahir, president of HSF, has confirmed that the new direction in branding will be launched in Fall 2016.

“The rumours people are whispering in your ear, they’re all correct,” said Tahir, “We will be having a new name, a new brand.”

“There’s a lot of great work being done and making sure that the students in the end feel better about this brand. We want to make students’ lives better,” Abdul-Raheem said

HSF has verified it has recruited a third party advertising firm to assist in shaping the organization’s new identity.

A look into HSF’s Consolidated Operating and Capital Budget shows no evidence of a reserve fund for a rebranding project.

HSF executives have declined to comment on where the organization intends to get the finances to pay for rebranding and for the advertising firm’s fees.

This begs the question of how much the process will cost Humber students.

Both executives declined to disclose the advertising firm’s name or the cost of their services.

Humber Et Cetera investigated and found a study by Webpage FX, showing that the average national medium of web content marketing campaigns can cost between $6,000 and $12,000.

There is a concern among the organization that students have a difficulty in identifying themselves with the current branding, said Abdul-Raheem.

In alignment with the federation’s new attempt at student inclusivity the organization is considering bringing in a student vote on renaming into the mix.

Due to HSF’s involvement with the third party a student vote is not guaranteed.

Tahir was asked by what prompted such a significant change to the federation’s identity but has given inconclusive answers.

“We want students to know that we’re here to fight for their rights and advocate on behalf of them. We want to feel like students can come to us with any issue and any problem,” Tahir said.

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