"This is where fashion meets higher education?" What an appalling waste of resources. The money being spent on efforts to recast BU as a "cool parade" (!) would be infinitely more useful if used to, say, fund scholarships, attract leading faculty, fix up facilities in COM, CAS, and CFA. In short, if used to do things that educational institutions are MEANT to do. Judging by the "Brand Identity Standards," -- which is, frankly, an embarrassment -- BU aims to attract students who are invested not in their educational potential but in attending a "hip" university, who wish to purchase a $40,000/year "experience" because of the pizazz it will add to their resumes. Maybe we should build a new parking lot next to the student village for their BMWs and Audis, too? BU should stop acting like some sleazy marketing firm and re-discover its identity as a university. Truly excellent institutions do not need such transparent ploys to gain students and donors.