NYC’s Institute for Collaborative Ed. (ICE) has a branding problem

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NYC's Institute for Collaborative Education Ditches "ICE" Due to Association with Immigration Agency

A progressive Manhattan school long known by its acronym, ICE, is rebranding itself as "Ny.ICE" or simply "the Institute for Collaborative Education" in an effort to distance itself from the stigma of U.S. Immigration and Customs Enforcement.

The shift comes as President Donald Trump's second term has marked a surge in immigration enforcement efforts under ICE, resulting in deportations of students and recent graduates. The school's administrators have taken steps to avoid association with the agency, citing concerns about emotional responses among parents and students.

"Moving forward, I will be referring to our school community as Ny.ICE or the Institute for Collaborative Education," wrote Principal Peter Karp in a letter to the school community. "Although we were founded in 1993, I believe that this is an appropriate and respectful response to the current climate in our city and our country."

The change has been gradually implemented since Trump's first term, with parents and students noticing a shift in terminology used by the school. Merchandise and sports uniforms now feature the new moniker, while online materials reference both the old and new names.

Parents say the move prioritizes creating a safe environment for children and families, avoiding any alignment with federal policies that have sparked controversy. "They want their students to feel proud of the school they go to, and it's reflective of the candor and caliber of conversation there," said Alison Riley, a parent of a junior at the school.

The change reflects a broader trend in city public schools as immigration policies have become increasingly polarizing. Some schools have become hubs of resistance, with parents and teachers organizing efforts to protect students from ICE agents and advocating for sanctuary city policies.

While the rebranding effort aims to distance itself from the negative connotations associated with "ICE," some say it's a small step in a larger conversation about creating inclusive environments in public education.
 
😒 I remember when this school was known as ICE, I thought it was kinda cool, but now I can see how it would be super problematic given what's been going on with ICE and immigration policies 🤕. It's like, the more things change, the more they stay the same... or in this case, the more they rebrand 😂. I get where they're coming from tho, safety first, right? 👍 And honestly, it's about time we had a clear distinction between what's happening at the federal level and what's happening in our own communities 🙏.
 
I'm not sure I get the fuss about this one... 🤔 The school's trying to distance itself from ICE, but isn't that just changing names? It feels like they're dodging the real issues here. What's the harm in having a name that sparks controversy, anyway? It sounds like they're just trying to avoid being associated with anything they don't want to be linked to... 🙃
 
I kinda get what they're trying to do here 🤔, but at the same time, I'm not sure if rebranding is really gonna cut it? Like, yeah, let's be chill and avoid any associations with ICE that might be super stressful for parents and students, but what's the point of changing the name when you're still kinda tied to an agency that's basically doing its own thing 🤷‍♀️. I mean, I'm all for creating a safe environment and whatnot, but shouldn't they just come out and say "nope, we don't wanna have anything to do with ICE"? It feels like they're just trying to be PC without actually addressing the issue 💁‍♀️.
 
omg i think this is such a great move by NYC's school!! 👏💖 they wanna keep their students safe and sound, right? 🙅‍♀️ i mean, who wants to associate with an agency that's all about deportation & stuff 😩 it's like, super divisive, you know? 🤯 and now the school is all about creating a welcoming space for everyone 🌈🏫 i love how they're being proactive & taking care of their students' feelings too 👍💕
 
idk why schools have 2 change their names like its not the end of the world lol. i mean, im all 4 changing names 2 be more inclusive & respectful, but cmon, it's just a name 🤷‍♂️. whats next, rebranding the whole country?🗺️. but seriously, i get where they're coming from. parents & students r already stressed out with immigration policies & deportations, so yeah, distancing themselves from ICE is a good move 👍. might not fix everything, but its a start 🤞
 
the whole thing feels kinda like that scene in the movie 'Mean Girls' where the Plastics change their name to avoid being associated with the drama 🤣 but seriously though, I get why they'd wanna distance themselves from ICE, especially with all the controversy surrounding it right now. I mean, who wouldn't want their school to be a safe space for kids and families? 🤗 it's like what the parents are saying - they just wanna create an environment where everyone feels included and supported, not worried about being targeted by federal policies. let's just say this rebranding is a step in the right direction 💖
 
omg u can feel the vibes 🙏, like this change is way overdue! Schools r supposed 2 be safe spaces 4 kids & families, not breeding grounds 4 anxiety & fear 😬. i mean, who thought it was a good idea 2 associate a school w/ an org that's all about deporting people? 🚫 ICE is literally the embodiment of everything thats wrong w/ our immigration system 🤯. I'm glad NY.ICE (or whatever they end up calling it) r taking steps 2 prioritize inclusivity & empathy ❤️. It's not just about rebranding, its about acknowledging that schools should be a place where every student feels welcome, valued & supported 🌈.
 
I feel like this is kinda a big deal, you know? I mean, our country's got such a complex relationship with immigration, and it's crazy to think that something so simple as a school name can affect people's feelings one way or the other... but at the same time, if changing the name to "Ny.ICE" makes parents feel like they're in a safe space for their kids, then I'm all for it 🤗. It's not about erasing history or whatever, it's just being aware of how our words and actions can impact others... and honestly, who doesn't want that? 💖
 
🤦‍♂️ can you believe they had to change the name of their school just because Trump is still running? I mean, I get it, the whole ICE thing is super sketchy and I'm all for schools prioritizing a safe environment for kids. But come on, it's not like they're going to start calling themselves "The Institute for Collaborating with the Authorities Who Want to Deport Our Kids" 😂. The fact that parents are worried about their kids feeling proud of the school is kinda sad tho... shouldn't we be teaching them to be critical thinkers and stuff? 🤷‍♂️
 
I feel ya, this school is trying to be all like "we care" and make sure everyone feels included & safe. It's like they're saying sorry for any hurt or stress their association with the immigration agency might've caused, which I get, but also kinda feel like it's a small step? I mean, some people are still gonna be all upset about the whole thing, but at least they're tryin to move forward, right? 🤗💖
 
lolol, can you believe this? schools are trying to avoid being linked to ICE but honestly who doesn't already know what that stands for anyway? 🤣 anyway i think its cool they're taking steps to distance themselves, its all about creating a safe space for kids & fams, thats def important. but like @alisonRiley said, its just a tiny part of the bigger conversation we need to have about making our schools more inclusive, idk what the solution is tho 🤔
 
I think its kinda cool that they're making this change 🤔, I mean, who wants their kids' school to be associated with all that controversy? 👀 It shows the administrators are actually listening to the parents and students, which is a major plus 🙌. Plus, it's not like they're erasing the school's history or anything, just clarifying the name to avoid any negative vibes 💡. I hope other schools follow suit too, it would be great to see a more inclusive and welcoming environment in public ed 🎉.
 
omg, like, i get why they're doin dis 🤷‍♀️... its 2025 and we r still dealin w/ all this ICE drama 😩. i mean, cant we just have a safe space for kids to learn & grow without havin to worry about bein associated w/ a org that's, like, super polarizin 🤯? the fact that they had 2 change their name shows us how much impact these policies r havin on ppl's lives 🌎. i think its awesome that Ny.ICE is makin an effort 2 prioritize inclusivity & safety 4 their students tho 💕
 
its like they're trying to pretend they're not affiliated with an agency that's literally deporting students 🤦‍♀️ anyway, rebranding is just a fancy way of saying "we don't want to get caught up in the drama" 😂 meanwhile, its kinda funny how some parents are already noticing the difference and its like, yay for progress? i guess its better than having to google what acronym means every time
 
omg u can't blame them fam they wanna keep their students safe & happy but it feels like such a shame that they had to go through this change lol 🤷‍♀️ anyway i've got a cousin who's actually been affected by those immigration policies and it's literally heartbreaking she's always trying to navigate the system without any guidance or support 😩 i think this rebranding thing is kinda cute though, now we can refer to that school as "Ny.ICE" instead of just ICE 📚💕 they're taking a step towards creating an inclusive environment & that's something we should all be supporting 💖👍
 
🤔 this whole thing just got me thinking, what does it mean to have a name that's tied to something we might not agree with? like, our school was always known as ICE, and now it's NY.ICE... it feels like we're trying to wash the past away, but is that even possible? 🙅‍♀️ my mind keeps wandering back to how much power language has over us - can we really change who we are just by changing a few words? 💡
 
I don’t usually comment but... I think this is kinda refreshing 🤔. I mean, who doesn't want their kids to feel safe and proud of their school? The parents are right, this change shows they care about the students' feelings and are trying to avoid any association with policies that might be, well, not everyone's cup of tea ☕️. It's like, schools should be all about inclusivity and supporting each other, you know? 🤝 I'm glad they're taking steps to make sure their community feels welcome and inclusive. And hey, it's a good reminder that even small changes can add up and create a bigger impact 💪.
 
it's crazy how much things have changed since I was in school back in the day 🤯. I mean, remember when schools were just called "schools" and we didn't even have to worry about stuff like this 🙄? it feels like everyone's so extra about labels now. Ny.ICE sounds like a fancy name for what it used to be, ICE... I guess you can't deny that the school is trying to distance itself from the whole immigration thing 🤷‍♀️. but at the end of the day, it's all just semantics right? does it really make a difference if they call themselves Ny.ICE or just the Institute for Collaborative Education 🤔
 
🤔 You know what's crazy? We're living in times where just because you have a big name, people automatically assume you're bad or tainted by association 🙅‍♂️. I mean, ICE was literally born out of a good intention to promote collaboration and education, but the way it's been hijacked by US Immigration policies is a whole different story 🤷‍♀️.

It's like, what would we do if our school or community had a similar thing happen? We'd want to distance ourselves from that negative energy, right? 💁‍♀️ So yeah, I think Ny.ICE making this change is actually kinda cool - it shows that they're willing to listen and adapt to the needs of their students and parents.

It's all about creating a safe space for everyone 🌈, and if we can learn from each other and be more empathetic, maybe we can actually start building bridges instead of walls 🚧.
 
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