The School of Advertising Art (SAA) topped off an early March celebration of its newly expanded campus with a ribbon cutting ceremony and the announcement of an ambitious strategic initiative: the institution will change its name to The Modern College of Design as of July 20 to more accurately reflect its evolution.
SAA President Jessica Barry explained how the new name will position the 35 year old college to reach its strategic vision: “SAA is proud of our reputation as one of the top design schools in the country and we are thankful for the legacy our alumni have helped us build,” stated Barry. “As The Modern College of Design, we will make our unique mark on the world by producing future leaders in design known for their character, passion, and exceptional work.
As the field of advertising has shifted from traditional mediums to encompass a broader range of digital consumer experiences, SAA has prioritized updating its curriculum to keep pace with the evolution of the industry. Graduates are able to pursue opportunities that allow them to use design thinking in a variety of disciplines beyond the historic agency model … This historic milestone re-energizes our college and allows SAA to stand up to the reputation it has built.”
The new name also features a noticeable transition from the use of the term “school” to “college.” With an update of the Associate Degree Program launching this fall and the future addition of a Bachelor’s Degree Completion Program in Design Leadership, the designation more accurately describes SAA’s new offerings.