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AUCC rebrands as Universities Canada

The Association of Universities and Colleges Canada (AUCC) has become Universities Canada / Universités Canada, after rebranding last month and changing its name for the first time in 50 years.

Established in 1911, this is the organisation's first name change in 50 years. Photo: univcan.ca

"We are articulating more clearly who we are and what we stand for"

Universities Canada, a national voice for Canadian universities which has 97 member institutions, has undergone a re-branding in order to highlight its role in supporting universities’ contribution to Canada.

“We selected a name that works well in Canada’s both official languages”

Speaking to The PIE News, Helen Murphy, assistant director of communications at Universities Canada, said: “Our goal was to adopt a new name that would reflect more clearly who we are and what we stand for.”

She added: “As well, we selected a name that works well in Canada’s both official languages.”
Working with the government as well as in the public and private sectors, the idea for the organisation was created in 1911, with 2011 being its 100th anniversary.

Universities Canada advocates for higher education alongside participating in the development of public policy surrounding the sector. It also manages scholarships and international programmes.

In a statement, Paul Davidson, president of Universities Canada / Universités Canada said that the change marks a new era for the association.

“Our new identity truly reflects the innovative, focused and dynamic nature of our organisation, our work and our people,” he said.
“We are articulating more clearly who we are and what we stand for.”

The change of name to Universities Canada mirrors other international organisations, like Universities Australia and Universities UK, who also have similar advocacy-based roles.

“The motivation wasn’t to align with the names of international counterparts,” said Murphy.

“But this alignment highlights the value of this type of clear and concise branding.”

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