a new Vice-Chancellor, and the fuller title University of Central England in Birmingham was resurrected for all purposes.
=== Renaming ===
In June 2007, it was announced that the university would be renamed from 'UCE Birmingham', with three possible names being proposed: Birmingham City University, Birmingham Chamberlain University, and Birmingham Metropolitan University. Staff and students (both current and alumni) were asked to complete a survey on what they wished the name to be changed to. On 1 October 2007, Vice-Chancellor David Tidmarsh unveiled the name change from UCE Birmingham to Birmingham City University. 48.2% of those who voted on the survey voted for this name, although 62.1% of staff had voted for Birmingham Metropolitan University. The University of Birmingham Council had previously advised UCE that their preferred choice was Birmingham Metropolitan University, and that it considered Birmingham Chamberlain University "unacceptable" because of Joseph Chamberlain's historic involvement and association with the University of Birmingham.
The proposed name change was met with mixed reaction from students and student union officials. A common argument was that money should be spend on facilities and building repair work, and some students felt ignored by the establishment. The rationale for the name change was a perceived confusion of the location of the university and to give a "shorter, more powerful name". The rebranding of the university, which included changing signage and stationery, cost £285,084.
The university's current logo, designed by Birmingham-based BHMG Marketing, is based on the tiger in the crest originally used when it was awarded university status. The crest itself originated from the Birmingham College of Commerce, one of the institutions that formed the polytechnic in 1971. In 2009, the logo was revised to include the word "CITY" in upper-case on the first line instead of in lower-case on the second.
=== Moving to the city centre ===
Since 2011, the university has moved more of …
