Members of the U community will start to see more and more of the U’s newly unveiled institutional logo. The new logo features two red interlocking U’s with an emphasis on “Utah” in its accompanying identifier, “The University of Utah.” It represents an effort to connect University of Utah Health, academics and athletics into one all-encompassing image that will further boost the U’s national reputation and support Impact 2030, the U’s strategic plan. The new logo will feel familiar—with echoes of U Athletics’ primary logo introduced in 2015—but that’s no accident. “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. “As we share this new logo across the country, it won’t feel dramatically different because we have been very visible in athletics. This image better aligns with the awareness we already have.”

Why is the U changing its institutional logo?

Ever since the University of Utah built the Block U on the hill in 1907, this standalone letter has been synonymous with the U in the state of Utah. According to a 2023 survey conducted by the Association of American Universities on behalf of the U, 96% of people in the Beehive State are aware of the U, and 91% of people in Utah say the U has an excellent or good reputation. Outside of the state, however, the standalone U runs into competition from other institutions, such as the University of Miami, and brands like Unilever. 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.

What is the difference between the Block U and the Interlocking U ? When should each be used?

The new interlocking U institutional logo is intended for external use and to promote the institution as a whole, especially to a national audience. The Block U with a helix is used by U of U Health. The standalone Block U or Block U with Utah Logo are design elements best used by individual colleges and departments for internal and in-state audiences who are already familiar with the U’s brand. To that end, the Block U on the mountain and other prominent Block U structures, such as the U by Gardner Commons or the Campus Store, will remain the same. One way to think of this application is to consider that most people who are on campus, where the Block U is featured prominently on banners and other permanent structures, will likely already be familiar with this image and its relationship with the University of Utah.

Are the U’s secondary logos or department signatures changing?

No, secondary logos intended for use by colleges, divisions, departments, programs, units and services are not changing. These secondary logos feature the Block U, the university wordmark, department signature and a red ruled line. The interlocking U institutional logo should not be resized, rearranged or otherwise altered for adaptation into secondary logos or other alternative applications.

How much will it cost to update logos on campus?

Beginning Tuesday, July 1, the U’s digital assets, including digital signage, websites and more, will be updated. Physical signs will be updated over time as they age or need replacing in their normal lifespan. Because there is no plan to remove or replace functioning signage, we will avoid unnecessary costs while still modernizing the U’s identity over time. With this approach, transitioning to a new logo will not require additional funds.

What other updates to the U’s brand have been announced?

In late April, the U unveiled an expanded brand guide with communication resources, updated positioning, storytelling guidelines and more. With the updated logo announced on July 1, 2025, the U also introduced a new primary color—Zion Cinder Cone—to its primary palette of red, black and white. The U now also has six secondary colors, including Salt Flat Grey and Granite Peak, which are shades of grey and blue. A new typeface, Kepler STD, was also added to the font library on brand.utah.edu.

How do these brand updates align with Strategy 2030 and the U’s broader goals?

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. This logo represents the impact of the entire institution, including research, health, academics and athletics. As we celebrate our 175th anniversary, we honor our deep history while looking forward to a future where we reach higher peaks and achieve our potential.