By Ethan Weinstein/VTDigger
Courtesy UVM
The new logo (above) will replace the steeple logo from the ‘90s.
“Going forward, UVM will unify its brand message under a refined V logomark outlined by a shield,” wrote the University of Vermont’s strategic communications division. Image courtesy University of Vermont
The University of Vermont will abandon its iconic Old Mill building tower logo for a letter “V.”
The university’s strategic communications division announced the “brand refresh,” which will occur over the next 18 months, as first reported by Seven Days.
“With UVM’s newly refreshed branding, the tower logomark is being retired. Going forward, UVM will unify its brand message under a refined V logomark outlined by a shield,” the division wrote.
According to the brand refresh, the logo change in part symbolizes that UVM “looks far beyond Vermont’s state borders to attract students, faculty members, and research partners,” detaching the school from its physical Burlington campus.
“The new V logomark supports the message of UVM’s expansive mission and sparks visual recognition to the institution’s broad statewide, national, and international audiences,” the university said. “Combined with the university’s name in a refined typeface, the new logo confers a higher level of brand recognition and distinction.”
UVM first began using the Old Mill tower as its logo in the 1990s. New typefaces and colors will accompany the updated logo, according to the school, and the tower graphic will no longer appear on new materials beginning this July.
The redesign will not affect athletics branding, Adam White, executive director of university communications, said in an email. White declined to answer further questions about the rebranding, including its cost, until officials make a more detailed announcement on March 19.
The university unveiled the new logo quietly, without public posts on social media.
After media first reported on the logo change, internet commenters — including self-reported alumni — were quick to weigh in, with many bemoaning the new design.
