Skip to main site navigation Skip to main content

Thrive On: The Campaign for Utica University →

Utica University Logo
  • Academics
    • Programs
    • Online Programs
      • Online Business Programs
    • Honors Program
    • Graduate Study
    • International Ed & Study Abroad
      • Study Abroad
    • Exceptional Faculty
    • Research & Experiential Learning
      • Experiential Learning Courses
    • Student Support and Success
    • Schedules, Catalogs, and Resources
    • Institutes and Centers
    • Utica University at Florida
      • Tuition and Fees: ABSN Program
      • Accepted Students
    • Current Offerings
    • Program Details
    • Themed Pathways
    • Planning Sheet
  • Tuition and Financial Aid
    • Understanding Financial Aid
      • Value
      • Excelsior, Explained
      • University Scholarships
      • Annual Awards
    • Applying For Financial Aid
    • Tuition and Fees
      • Utica Campus Programs
      • Online Programs
      • ABSN Program
    • Net Price Calculator
    • Pioneer Passport
  • Admissions
    • First-Year Admissions
    • Transfer Admissions
      • Articulation Agreements
    • Graduate Admissions
      • Graduate Inquiry Form
    • International Applicants
      • International Inquiry Form
      • Frequently Asked Questions
    • Visit
      • Utica University Campus
      • Virtual Tour
      • Why Not Fly?
    • Apply Now
    • Contact Us
    • Accepted Student Info
    • High School Counselors
    • High School Bridge Program
  • Community
    • Living on Campus
      • Res Life and Student Living
      • Campus Engagement and Student Activities
    • Satellite Locations
    • The Utica Area
      • Hotels and Restaurants in the Utica Area
    • Utica Stories
    • About Utica
  • Athletics
    • Intercollegiate Athletics
    • Esports
  • News & Events
  • Alumni
  • Giving
  • Apply Now
  • Directory
  • About
  • Library
  • Logins
Utica University

New Brand Identity Helps Usher in New Era for Utica University

  1. Utica Community
  2. Utica Stories
  3. New Brand Identity Helps Usher in New Era for Utica University
A blue Utica University banner hangs outside Rocco DePerno Hall.

"The new brand identity is a natural evolution in how the Utica brand is visually expressed visually to aid in telling the remarkable story of the institution.”     

Utica University

Utica University has unveiled a new visual brand identity featuring a redesign of the university’s primary institutional and athletic marks as well as the creation of new secondary athletic marks and word marks. The new identity celebrates and advances Utica’s recent achievement of university status.

“The recognition of the New York State Board of Regents that Utica has achieved university status is a natural next step in the maturation of our institution,” says Kelly Adams, vice president for presidential affairs and chief marketing and communications officer. “Similarly, the new brand identity is a natural evolution in how the Utica brand is visually expressed visually to aid in telling the remarkable story of the institution.”     

The new identity and supporting logo system were designed by Joe Bosack & Co., a national branding and design firm.

Orange U against a blue background.

“We are thrilled to be working with Utica to evolve its brand identity, especially at such a monumental time in the institution’s history,” says Joe Bosack, founder and creative director at Bosack & Co. “The recent visual identity modifications reflect the aspirations of the university and its dynamic learning community.”

The new institutional identity system maintains the previous color palette and typography as well as the familiar horizon line graphic element, which was adjusted to better frame the word university. Alternate variations of the institutional that were part of the previous identity system have been retired in favor of a singular, consistent logo. 

Blue U with Orange outline against white background.

Similarly, the new athletic identity features simplified and streamlined logo system. A slightly modified moose logo is maintained as a primary logo, and in an effort to more closely align the athletic identity to the institutional identity, the Gotham font used in the institutional logo is implemented as an athletic word mark, from which a bold, standalone U secondary logo is extrapolated.  

“Standalone letter form logos are consistent with intercollegiate athletics all over the place – take for example the iconic, block M of the University of Michigan,” Bosack says. “The athletic word mark and secondary logo are simple and clean, which will translate really well not only to uniforms but to other applications where an athletic identity really needs to function – small embroidery and digitally across social media, for instance.”   

“This update to the visual brand identity is, by design, evolutionary not revolutionary,” Adams explains. “What it achieves is a much cleaner, easier-to-use system of marks that allows greater ease in presenting and maintaining a consistent image of Utica University.”  

Before and After Athletics Logo.

More Stories

Photo collage of Hossein Behforooz,  John Cormican, David Chanatry, and Carl Dziekan
Faculty

Four Professors Elevated to Emeritus Status

The Utica University Board of Trustees conferred emeritus status upon four professors during its May 8 meeting. Receiving emeritus status...
Dr Michael McCarthy receives the 2025 Crisafulli Award at the Undergraduate Commencement Ceremony.
Faculty

Associate Professor Michael McCarthy awarded 2025 Virgil Crisafulli Distinguished Teaching Award

Associate Professor of Data Science Dr. Michael McCarthy was awarded the coveted Virgil Crisafulli Distinguished Teaching Award at the university’s...
Hamdi Ulukaya addresses Class of 2025 at Undergraduate Commencement
In the News

"Be adaptable. Be curious. Be kind." - Chobani Founder and CEO Hamdi Ulukaya delivers keynote to Class of 2025

Hamdi Ulukaya, Founder and CEO of Chobani, was raised in a dairy-farming family in a small village in eastern Turkey....
All Stories

I would like to see logins and resources for:

For a general list of frequently used logins, you can also visit our logins page.

Utica University Logo
FacebookTwitterInstagramYouTube
  • Academics
  • Tuition and Financial Aid
  • Admissions
  • Community
  • Athletics
1600 Burrstone Road, Utica, NY 13502
Map & Directions
(315) 792-3006
Contact Us
  • Institutional Effectiveness
  • Bookstore
  • Disability Learning Support
  • Student Right to Know
2024-2025 College of Distinction2024-2025 Private College of Distinction2024-2025 Business College of Distinction2024-2025 Education College of Distinction2024-2025 Nursing College of Distinction2024-2025 Career Development College of Distinction2024-2025 Equity & Inclusion College of Distinction2023-2024 Military Friendly (Silver)