And in the process, it has acquired a new tagline:
At "S.C." University ..... "It's all about U."
I don't like it much. It all looks a bit self-centred to me.
Sadly, from my previous personal experience of some of the students there, it appears that they are already well acquainted with the philosophy of University being all about them. Forget everyone else, it's all about ME!
As if they (or we!) needed reminding....