Sometimes a change of name makes all the difference. After all, companies pay millions to branders for something as simple as a brand name. Phoenix School of Law is following this thread of logic in the choice to rename their school, giving it the fresh moniker of Arizona Summit Law School.
The new name is meant to impart that the students are on the “summit” of their careers, and that the school will prepare them for success, as well as offering a program stressing diversity. They also elected a new logo.
“We look beyond test scores by taking the time to get to know our students’ ambition and work ethic as factors to grant admission,” said Arizona Summit Law School Dean Shirley Mays, as HaroldOnline.com reported. “The new name highlights our commitment to the success of our students who come from diverse backgrounds and stages in life and provide a supportive academic environment where civic-minded leaders and community advocates are nurtured.”
“A core value of our institution is the pursuit of continuous personal improvement, an attribute that we share with our students,” said Scott Thompson, President of Arizona Summit Law School. “When we began discussing a name change more than a year ago, alumni, faculty, staff and stakeholders agreed this differentiating characteristic should be incorporated into our name and brand identity.”
Giving a stronger sense of their values is meant not as a gimmick but as a meaningful move, and the choice has been decided after faculty and staff considered it for over a year. The new name is supposed to make a difference, and suggest the difference Arizona Summit Law offers.