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Purdue University spent about $500,000 in 2010 on its "Makers, All" branding campaign, which has won kudos from marketing professionals, but angered many students and alumni, The Journal and Courier reported. The newspaper had to file an open records request to obtain the costs from the university. Critics have seen the campaign as moving away from the "Boilermakers" name of the university's athletics teams, but the university has said that the branding campaign is not an attempt to do so.