Do not rename the Sushant School of Art & Architecture

To: The Governing Council, Sushant School of Art & Architecture, Gurgaon

Dear Sirs,

We, as friends and supporters of the above said School, strongly disagree with the idea of changing the name of the institution. Over the years, Sushant School has been built and established as a "brand" by the institution and the people who represent it - internationally.

Instead of promoting it, we would be starting over and moving back in time if we rename it. The entire brand-building exercise will have to start again - and without aggressive marketing for the new brand - we may never be able to establish the same credibility as we enjoy today.

In the last nineteen years of its existence, “Sushant” has established an image both in India and abroad. Counted amongst the topmost architectural schools in the Indian subcontinent, there has been considerable praise for the work of students and faculty - acknowledged frequently by leading organizations and print media like magazines and journals in the field. This reputation is supported by the excellent work being done by the alumni in many countries across the globe – many of whom have acquired advanced degrees from some of the highest ranked Universities in the world. All these people are associated with the “Sushant” name and its tradition of excellence. Sushant School’s past associations with Universities like the Oxford Brookes' University, University Of York, University Of Melbourne, Frank Lloyd Foundation, USA, University Of Virginia, University Of British Columbia, Vancouver, University Of Montreal, Aristotle University Of Thessaloniki, Greece and Illinois Institute of Technology, Chicago as well as organizations like the ACSA, Washington D.C. have put it on the global map where its name is now recognized and respected by the world community. Changing this established name will lead to a loss of identity for all the individuals associated with the School as well as the School itself.

Ansal Institute of Technology (AIT) is the bigger brand that is being promoted - and we understand that it is the umbrella institution for the School. AIT has different "Schools" and "Departments" under it. However, we should be able to continue to call our "School" the "Sushant School of Art & Architecture” without compromising the image and individuality of AIT itself. There are innumerable examples of similar nomenclature in Universities all over the world. For example, the John F. Kennedy School of Government, Harvard University; Haas School of Business, University of California, Berkeley; Sloan School of Management, MIT; Viterbi School of Engineering, University of Southern California; Bartlett School of Architecture, University College London; Taubman College of Architecture + Urban Planning, University of Michigan; and the Austin E. Knowlton School of Architecture, Ohio State University. All these Schools are a matter of pride for their respective institutions. We do not have to sacrifice one brand to promote the other! Both can mutually co-exist and build upon each other.. In fact it is better to have a portfolio of popular names and brands to be known for to increase the reach and popularity of an institution.

We also feel that there should be an option for students to complete an art program at SSAA at the end of three years of study. This was offered in the past where students could complete an Art Thesis at the end of the third year. It will also give justice to the word “Art” in its name. The added Diploma/Degree program will also appraise the following:

1. The students would get an opportunity to opt for a Diploma in Art and could pick-up a Graphic Design, Animation, Film-making as a possible dual degree.
2. The faculty managing the show in the institute reduces their load for the fourth and the fifth year which is fair to a resource deprived institute that does not have money to promote Research and Development.

Change is ever happening and the world is in flux. The larger issue here is to look into a proper co-ordination committee with an educational councillor to help orient students from the time they join the institute through to the various levels of their grading program. Orientation seems imperative for a multidisciplinary course and helps keep the institution running well.

Together we, the undersigned, feel that there should be no change of name for Sushant School of Art & Architecture and the students should get an option to complete an art program at the end of three years of study. The efforts of the management and the governing council should be nurturing and supportive of the co-existence and co-marketing of the two brands - effectively increasing credibility and outreach for Ansal Institute of Technology and Sushant School of Art & Architecture.

Sincerely,

Friends, faculty, alumni and students of Sushant School of Art & Architecture