It would seem the State Board of Higher Education wants to continue fighting over the University of North Dakota's controversial nickname. But the time and effort in this losing battle are likely taking away from UND moving toward greater academic excellence.

A new 10-member committee has met, explaining it will discuss responsibilities, organization and timelines considering the future of the Fighting Sioux nickname and Indian head logo.

But is that really why they are meeting? Opponents claim the committee was actually established as a "logo-retention" committee.

Whatever, the committee announced it plans to hold four meetings in the next three months, including sessions with tribal leaders and members from the Spirit Lake and Standing Rock reservations, and then make a recommendation to the board.

Tribal leaders have said, over and over again, they want the school to drop the nickname and logo. What will change in the next three months?

How come the board doesn't get it? Is it more receptive to hearing support from some donors, alumni or students? Is it because it has an attitude of "what the board wants, the board gets?" If so, maybe it needs to run a continuous loop of the message from The Beast in "Beauty and the Beast" when he asks: "How long must this go on?"

It's time to end it. Now. Not in three months, or six months. Now.

Change the nickname and remove the Indian head logos. Don't keep trying to find ways, or make end runs, to keep the nickname and logo. Yes, it is an expensive proposition, but the university's image is worth much more and it can never be effectively branded, or its academic excellence marketed, until the board accepts the responsibility of doing the right thing, no matter how painful.

The board needs to understand that it has lost the game. It's the fourth quarter, 30 seconds left to play, and the score isn't even close. It's time to run out the clock, admit a heartbreaking loss and move on. It is distracting and futile to keep calling time-outs and draw up trick plays.

UND will not fail without the Fighting Sioux nickname and logo. It will survive - even flourish.

This is not the first time the board has faced such an issue.

Dickinson State University President R.C. "Cam" Gillund proposed dropping the longtime Savages mascot of the university in 1973. "I have recommended to the State Board of Higher Education that the nickname Savages, Indian theme, slogans, symbols and rituals be discontinued," Gillund said at the time. "As an institution of higher learning, it behooves us to exercise a leadership role which works toward helping to solve the problems relating to social and human understanding. We pride ourselves at Dickinson State College in promulgating the worth and dignity of the individual regardless of race or creed."

The Commission of the North Central Association of Colleges and Schools was right when it reported: "It (the Fighting Sioux nickname and logo) continues to be raised by those who consider it a moral issue as well as by those who do not object to the symbols but who deplore what is happening to the campus. It is clear that it will simmer on until it boils over again openly, while in the meantime diminishing collegiality and learning for many in the campus community. It will not go away."

It is no longer an issue of supporting or deploring the nickname and logo. The Board of Higher Education needs to show leadership and stop the madness. Now. Appoint only one more committee, please: The committee to facilitate nickname and logo change. Now.