Tradition vs. the future: A look at Vanderbilt’s new look

Before and After of Vanderbilt Athletics logo
Courtesy of Vanderbilt Athletics

Vanderbilt University recently revealed a brand new logo and seal for athletics and the university, the first change to the brand since 2003. Working with Boston-based design firm, Upstatement, the update to the brand has reportedly been in the works for the last two years.

The Vandy Perspective

According to the university release, the new logos will start to be phased in immediately, except athletic uniforms, which will use the new-look beginning in the fall of 2023. 

The new primary logo for athletics will be the new “block V,” which will replace the old “star V” logo. But the “star V” has received a fresh redesign of its own and will still be used as a supporting element in different executions, like ads and merchandise.

According to the press release, the new “block V” will help provide a more unified look that aligns both the athletics and academics sides of the university, “A visual representation of our One Vanderbilt spirit.” One of the main reasons for the rebranding effort was that the university’s logos weren’t cohesive.

The updated “Star V” logos
Courtesy of Vanderbilt Athletics

The previous “star V” logo was in place for 20 years, and according to Candice Lee, vice chancellor for athletics and university affairs and athletic director, the rebrand could not have come at a better time: 

From my perspective, the timing is perfect in that it illustrates the ‘new era’ that we have spoken of often. It’s a new day, with new energy, alignment and momentum to match. It’s another example of ‘Vandy United’ in action.

Candice Lee

The Daake Take

Changing an athletic brand comes with some unique challenges, first and foremost being the emotions of a loyal fan base, alumnus, staff and students. There are undoubtedly people out there with a Vanderbilt logo tattoo that now is a “throwback”. That being said, times change, and so do the symbols associated with them. These are not uncommon moments for organizations, athletics-related or not. 

Maybe it’s the way Nashville itself has become more cosmopolitan, a destination, a real thriving metropolis?  These things may cause a university to be ready to  signal change and keep up with the times. It's a delicate process – a veritable minefield – of personal taste, long-standing equities and the proverbial resistance to change.

Bit by bit, the “V” has increased its differentiation from the previous one. The lack of a star element is surprising to us, as that was the most salient element in the identity – lots of schools start with a “V” but who else has a star? Keeping gold and black as the primary colors is a no-brainer. The chiseled, metallic letter carries more gravitas than the previous slab serif.

Overall, it’s an improvement. By default, work like these says “hey, we understand the future and our place in it.” But, you need to accept the long view. One day, not too long from now, the previous version will look old and dated. But for now, emotions run hot for many who didn’t see the change coming. Ideally, this new mark endures for 50 years or until something big comes along to force it to be revisited again.

Is your program or university on the verge of a pivotal moment? Let's tackle the project together! Drop us a line, and we’ll make sure to get back to you as soon as possible. In the meantime, check out some of our College Athletics work.