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

Slate Valley school district to hold fourth vote on district budget

May 22, 2024
In response to the results of the last vote on May 9, and valuable community feedback during the school board meeting on May 13, the Slate Valley Unified Union School District will hold its fourth vote in an attempt to pass the budget on May 30. It will be a revote on the third FY25…

Where is the road construction this week? 

May 22, 2024
The Agency of Transportation produces this weekly report of planned construction activities that will impact traffic on state highways and interstates throughout Vermont. Hartford: Monday, May 20, through Friday, May 24, between 8 a.m. and 5 p.m., multiple concrete mixers will be moving in and out of the project area at either end of the…

Superstar’s iconic spring skiing:a party, a community, a family, a pilgrimage

May 22, 2024
By Victoria Gaither For spring skiers, Killington’s Superstar is like honey to bees. Skiers come from all over to bump that one strip of trail that starts in November and ends in late May or June 1, when possible. A gathering of personalities hanging out at the Roaring Brook Umbrella Bar, many occasionally popping up…

Killington Road reconstruction: what to expect this week

May 22, 2024
Drilling and blasting will continue this week at the intersection of Route 4 and Killington Road in Killington. A detour remains in place via West Hill Road. Monday, May 20, there was a brief break in the blasting, but Tuesday onward will see one blast per day between the hours of 11 a.m. and 1…