On July 7, the University of Utah announced that it would trade its iconic single red U for a redesign: two interlocking Us paired with the full university name beneath. On July 1, all digital signage, digital assets and websites were changed and updated to include the new interlocking U logo.
In making this change, the U hopes to connect U of U health, athletics and academics into one “all-encompassing image.” This change also reflects the goals of Impact 2030, the U’s strategic plan for the next five years. “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,” Chief Experience Officer Andrea Thomas said in the U’s logo announcement.
She assured students and alumni that the change won’t feel drastic. “As we share this new logo across the country, it won’t feel dramatically different because we have been very visible in athletics,” Thomas said. “This image better aligns with the awareness we already have.”
Reputation and representation
A key reason behind the “logo refresh” is to give the U a distinctive brand identity that stands out from other colleges and universities.
According to the statement, 2023 research from the Association of American Universities shows that 91% of Utahns believe the U to have a good reputation as an institution. However, outside of the state of Utah, the University of Utah is often confused with other institutions that share a similar logo, such as the University of Miami.
“As the U builds its national reputation, we are aiming to differentiate and distinguish ourselves as leaders in impact, health care, research and instruction, and the interlocking U institutional logo is a visual representation of that distinction,” the university said. The University also explained the difference between the interlocking U logo and the Block U, describing how and when each logo should be used.
The statement said that the interlocking U, or the new logo, represents the University as a whole. The Block U, or the standalone U, should be used for individual branding of colleges and departments within the University.
What does it cost to change the logo?
The cost of a logo change can be expensive, but the University emphasized that the redesign came at no additional expense. Since no physical changes—like new signage or uniforms — were required to implement the change, the shift was cost-free. According to the U, this approach allows for modernization without adding unnecessary costs in the future.
Across campus, secondary logos will remain the same. Colleges and departments will continue to use the Block U as their logo, which can be customized with different words, taglines, and other elements to more accurately reflect each specific unit.
“The interlocking U institutional logo should not be resized, rearranged or otherwise altered for adaptation into secondary logos or other alternative applications,” the University said.
New branding
Along with the logo change, the U also introduced a new branding guide, featuring communication resources, positioning guidelines, and storytelling support. A new primary color has been introduced alongside the updated logo and added to the U’s official color palette. This patented shade is called Zion Cinder Cone.
Overall, this update represents more than just a shift in aesthetic. “While the U is looking to expand its reputation and awareness nationally, this logo change also supports the university’s efforts to emphasize integration and collaboration across the institution as part of its strategic vision,” the U said.
t.sorensen@dailyutahchronicle.com
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