Remaking yourself in the new year? So is Towson University. At the turn of the year, the nearly 23,000-student school launched a new logo along with a fresh branding strategy.
As of this week, the swooping black and gold logo with the school’s full name no longer adorns the university’s website. The brand mark is now condensed to two letters, “TU,” joined like a single strip of folded paper.
“We needed something contemporary but also bold and brave,” said Marina Cooper, the university’s marketing and communications vice president. “One thing we thought was missing was pride. For years people have referred to us as ‘TU’ — this idea of being TU moves us into that contemporary image.”
The new logo was designed in 2018 by the university’s branding agency, Mission Media, in partnership with an in-house design team, according to a press release.
The redesign is the school’s first in more than two decades, according to the release. It is inspired by the black and gold sections of the Maryland state flag, Cooper said.
Cooper said those things will be highlighted in upcoming branding and marketing campaigns. “I think it’s important for any organization or any university to be able to say what it distinctly offers,” she said.