The University of Utah (U) is set to introduce its newly designed institutional logo this week, featuring two red interlocking U’s alongside the identifier “The University of Utah.”
This redesign aims to unify the identities of University of Utah Health, academics, and athletics into one cohesive image that will amplify the U’s national reputation and further support its strategic plan known as Impact 2030.
Despite the refresh, the new logo has familiar elements, reflecting components of the U Athletics’ primary logo introduced in 2015.
Chief Experience Officer Andrea Thomas emphasized the evolution of the logo as part of the U’s ongoing goals to become a top-10 public university with a strong national and global presence.
“This logo refresh is part of our journey to be a top-10 public university because we are expecting to have a national and global reputation,” said Thomas.
She added that the logo’s recognizable design will resonate well outside of Utah given the U’s established visibility in athletics.
The decision to update the logo comes against the backdrop of a cultural and competitive landscape where the U must stand out amidst other institutions and brands.
Since the unveiling of the Block U in 1907, this emblem has become synonymous with the University of Utah within the state of Utah.
A survey conducted in 2023 revealed that 96 percent of people in Utah are aware of the U, with 91 percent reflecting positively on its reputation.
However, challenges arise when trying to broaden this recognition beyond state lines, as the Block U encounters competition from other universities, such as the University of Miami, and well-known brands like Unilever.
The interlocking U symbol is strategically designed not only to represent the institution but also to illustrate its leadership in impact, healthcare, research, and education, establishing a clear differentiation from competitors.
There is a distinct purpose for each logo associated with the university.
The new interlocking U logo is primarily intended for external use to promote the institution broadly, particularly to a national audience.
In contrast, the Block U, especially with a helix, will continue to represent U of U Health.
The standalone Block U or the Block U with Utah logo are to be reserved for individual colleges and departments when targeting internal and in-state audiences who are likely already familiar with the U’s existing brand.
As a point of reference, the Block U displayed prominently across campus, such as on structures like the U by Gardner Commons or the Campus Bookstore, serves as a familiar sight for students and faculty who are already aware of its affiliation with the University of Utah.
Regarding secondary logos or department signatures, these will remain unchanged.
The secondary logos, which utilize the Block U, university wordmark, department signature, and a red ruled line, are not affected by this logo redesign.
It is crucial that the interlocking U logo is not altered in size or design for use in secondary logos or other adaptations.
In terms of updating the university’s physical presence, the U has taken a cautious approach.
Starting July 1, digital assets, including websites and digital signage, will be updated to feature the new logo.
However, physical signs across campus will be updated gradually as they naturally age or require replacement, avoiding unnecessary costs associated with a complete overhaul.
This approach ensures that the transition to the new logo aligns with the university’s goal of modernizing its identity over time without incurring extra expenses.
In conjunction with the logo rollout, the U has also made other updates to its branding strategy.
In April, the university introduced an expanded brand guide that offers communication resources, revised messaging, storytelling guidelines, and more.
Alongside the new logo announced on July 1, 2025, the U unveiled a new primary color, Zion Cinder Cone, which will join the existing palette of red, black, and white.
Additionally, the U has introduced six new secondary colors, including Salt Flat Grey and Granite Peak, which are various shades of grey and blue.
The updated brand also features a new typeface, Kepler STD, enriching the font options available on brand.utah.edu.
These brand enhancements are designed to align with Strategy 2030 and support the university’s broader objectives to strengthen its recognition and impact both nationally and globally.
image source from：attheu
