On March 6, 2024

University of Vermont announces new logo, branding

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. 

Do you want to submit feedback to the editor?

Send Us An Email!

Related Posts

The state of real estate

February 12, 2025
  By Katy Savage   The local housing market picked up considerably after a slow start to 2024. Limited inventory remained a major driving factor with the total number of units sold up slightly by 1.9% across Rutland County and slightly down in the Upper Valley -3.5%, according to a regional analysis by Sotheby’s International Realty.…

Mountain Green condos $48m renovations is underway

February 12, 2025
By Polly Mikula Mountain Green Condominium Association, a 45-year-old, 215-unit association with a restaurant, spa, gym and two pools located across from Snowshed Lodge on East Mountain Road, is embarking on a $48 million renovation.  The renovations, under DEW Construction Corporation, will take about 2 1/2 years to complete. Work began in 2023 and is…

local furniture company is the go-to for high-end finishes in model homes

February 12, 2025
By Polly Mikula Steve Malone, developer of the new Base Camp at Bear Mountain townhomes, says all his model homes are decorated by Pompanoosuc Mills furniture, (a.k.a. “Pompy”) based in Thetford, Vermont. “It’s delux, Vermont-made furniture and a wonderful local company,” Malone said. “I’ve used Pompy for all of my model homes and many owners…

Base Camp at Bear Mountain plans to begin vertical construction this fall

February 12, 2025
By Polly Mikula Twenty-four 4-bedroom, 4-bath duplex townhouses with attached 2-car garages are underway at Bear Mountain in Killington. All of the townhomes will have ski-in ski-out access on the Bear Cub Trail. Site clearing for the new slope side duplex development at Killington Resort’s Bear Mountain began this past October and will resume with…