The University of Utah has announced a significant change to its visual identity by introducing a redesigned logo featuring two interlocking Us, accompanied by the full university name beneath. This decision, made public on July 7, follows an update of all digital signage, assets, and websites to reflect the new branding on July 1.
This logo change aims to create a cohesive brand image that integrates the university’s health, athletics, and academic departments into one recognizable symbol. It aligns with the goals outlined in the university’s strategic plan, Impact 2030, which envisions enhancing the institution’s national and global reputation over the next five years.
Chief Experience Officer Andrea Thomas expressed confidence in the new design, ensuring students and alumni that the change would feel familiar. She noted, ‘As we share this new logo across the country, it won’t feel dramatically different because we have been very visible in athletics.’ The university believes that this updated logo better aligns with its existing visibility and reputation.
The logo refresh is also driven by the need to establish a distinctive brand identity that helps the University of Utah stand out from other institutions. Research from the Association of American Universities in 2023 highlights that 91% of Utah residents perceive the university positively. However, the university often faces confusion outside Utah with institutions like the University of Miami due to similar logos.
The University of Utah aims to strengthen its national identity as a leader in impact, health care, research, and education. The interlocking U logo is seen as a visual representation of this ambition, effectively differentiating the university from competitors.
The announcement elaborated on the distinctions between the new interlocking U logo and the existing Block U logo. The interlocking U represents the university as a whole, while the Block U is intended for individual branding by colleges and departments within the institution.
Concerns about the financial implications of changing a logo often arise, but the University stated that this redesign would come at no additional cost. As no physical changes, such as new signage or uniforms, were required, the transition was rendered cost-free. This strategy allows for modernization while avoiding unnecessary expenses in the future.
Campus-wide, secondary logos will remain unchanged, allowing colleges and departments to continue using the Block U logo customized with unique wording and taglines.
The university emphasized that the interlocking U logo should remain intact and should not be altered for secondary logos or other applications. The university has also rolled out a new branding guide that includes communication resources, positioning guidelines, and support for storytelling.
In addition to the logo change, a new primary color has been introduced to the U’s official color palette, called Zion Cinder Cone. This update marks more than just a change in design; it reflects the University’s commitment to enhancing its reputation and recognition on a national scale.
The logo change and rebranding initiative also aim to promote integration and collaboration across the university, which is an essential part of its strategic vision going forward.
image source from：dailyutahchronicle
