King's College London drops name change plan after student backlash

King's College London has dropped plans to rebrand itself after a campaign by angry students.

The university has abandoned plans to remove the word ‘college’ from its title after students dismissed the proposal as “pretentious” and more suitable for a brand of aftershave.

More than 12,000 students signed a petition against the change, which, along with a minimalist new logo and website, is believed to have cost tens of thousands of pounds.

Principal Edward Byrne told student newspaper Roar: “The decision is to keep that name [King’s College London] in every way, both as our official name and now we talk about ourselves. So, no more ‘King’s London’.”