Southwestern U. Will Keep Its Name

February 2, 2011

Southwestern University's board has voted to keep the institution's name, ending a period of study and debate over whether the name was sufficiently reflective of the university's identity. "The research showed that Southwestern University is not well known among prospective students − those who live within Texas and particularly those who live outside Texas − and that most people do not associate the name 'Southwestern University' with a private liberal arts institution," said a statement from the board, which also called for a "visibility campaign" to promote Southwestern. In a December interview with The Austin American-Statesman, Jake Schrum, the president of the university, explained the need to consider a name change this way: "Looking at our name and thinking about a national liberal arts college of real quality — is that a disconnect? The name Southwestern University sounds like a regional public university. It's that whole thing of having to explain so much that the quality of what we're doing here and the type of institution we are — not that we're wanting to become, but that we are — is lost in the shuffle." But the idea of a name change didn't catch on with students -- and angered some alumni.

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