ROCHESTER, N.Y. – The University of Rochester has unveiled a rebrand as it celebrates its 175th anniversary. The rebranding includes a new logo and a change in its nickname from “U of R” to “U-Rochester.”
The official name of the school will remain the same: The University of Rochester. Only the nickname will change.
News10NBC’s Chris Fortune spoke with students about the changes and heard mixed reviews.
A master’s student at the Eastman School of Music said the minimalist design is on trend.
“I think it’s nice and simple and the lines are nice and clean and, different than maybe the older logo. So, yeah, I think it makes sense for, you know, Eastman and U of R moving into the 21st century,” said Sam Chandler.
A freshman expressed a different opinion.
“I think it’s a little too simplistic for everything that not just Eastman represents, but the greater University of Rochester. There’s so much history behind Rochester and Eastman that I feel like this logo is not unique enough to represent that,” said Madison Barber.
The Eastman School of Music’s Director of Admissions, Colby Carson, said it takes some getting used to.
“It takes some time for the faculty and staff and students to really come around to it. But I think it’s a really nice look that represents the institution really well,” said Carson.
A university spokesperson said in an email that the new brand allows the university to “clarify its identity and elevate visibility by sharing what makes it distinct.”
University officials said the refresh is the result of two years of research and feedback from thousands of students, staff, faculty, and alumni.
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