Brand New

UVM Adopts New Brand Positioning: “For People and Planet”

A yearlong creative development process came to a head mid-March, as UVM debuted refreshed and refined branding, including new positioning and the first major revision to the university’s primary logo in nearly 25 years.

Developed with input from faculty, students, staff, and alumni, “For people and planet” is the core of UVM’s new positioning, reinforcing the distinctive excellence of the institution’s academic and research activities centered on human health, thriving communities, and the environment. The university offers some 50 majors and dozens of graduate degrees that span these areas.

“‘For people and planet’ captures concisely and authentically all that we stand for,” said President Suresh Garimella, “and it speaks to the

sense of purpose that so many of our students, faculty, and staff express as they pursue their studies and conduct research with global impact.”

UVM’s updated logo, a bold “V” shield paired with the institution’s name is intended to make an immediate connection with Vermont, compared with the previous tower logo. The tower is a local landmark, but UVM has moved to a symbol that is more inclusive of all of Vermont and less dependent upon knowing what the campus looks like. Additionally, there are dozens of similar-looking tower logos used by other colleges and universities. A phased roll-out of the logo will help control costs and environmental impact since the university plans to use all existing materials before replacing them with the new logo.

Designed to maintain its readability, even at very small scale—think social media and apps—the new “V” is actually not completely new to UVM, as it has for years been prominently used by UVM Athletics, paired with a leaping catamount.

“Generations of students and alumni are familiar with the block ‘V’ used by UVM Athletics,” said Joel Seligman, UVM’s chief communications and marketing officer.

“We are embracing that spirit and heritage by making ‘V’ the singular mark for all of the university.”

Detailed information about the new branding, including tools and resources, is available at uvm.edu/brand.