The marketing department has launched a new university logo in order to unify different divisions on campus and reflect a more prestigious image in anticipation of the attention to be brought to campus by the presidential debate on Oct. 3. according to vice chancellor of marketing and communications Kevin Carroll.

The study process to decide on the new logo was conducted internally, costing the university no more than $10,000.

The new logo was officially released in June, a week after commencement. It features a shield cutout with three DU buildings inside (Williams Tower of the Ritchie Center, Mary Reed and a third generic building), set against a backdrop of the Rocky Mountains.

The logo replaces a simple crimson colored “D” image which has been in use since the late 1990s.

According to Carroll, DU’s former image restricted communication of the university’s message.

“The depth of understanding of the University of Denver was not where we wanted it to be,” said Carroll. “People have heard of DU but don’t actually know about the university.”

According to Carroll, the logo was designed to create a focused and centralized message throughout DU.
“Prior to this, communications from various school divisions were mixed,” said Carroll.

The new brand campaign, entitled “What DU Looks like to You” was developed through marketing research with participants from different parts of the university.

Focus groups explored research contributors’ perceptions of DU with a primary goal of clarifying the school’s identity.

In order to capture and define DU’s identity to local, national and international audiences, the marketing and communications division produced dozens of templates of many different shapes. Each was tested by the focus group to determine accuracy in their depiction of the University.

The focus groups were composed of undergraduates, graduates, faculty, staff, alumni and recruiters from companies which recruit on campus.

The campaign is unveiling the new logo through a series of presentations to faculty and staff, to introduce them to the new branding in time for the debate.

Carroll said the new image was finally selected because it best represents the aspects that make DU different form other institutions. According to Carroll, the key elements incorporated in the emblem – three university buildings, the date of the university’s founding, and a depiction of mountains – supply both an emotional and rational perspective.

“The logo is really reflective of the experience people have with us,” Carroll said.

Carroll said the release of the new logo is opportunely timed to increase awareness of DU both nationally and internationally with the attention provided to DU by the debate.