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Hot Topic: Readers decidedly unimpressed with UNH logo

We asked Monitor readers for their reaction to the University of New Hampshire’s new logo. The response was overwhelmingly unimpressed. Here’s a sampling of what we heard:


The new University of New Hampshire “logo” fails to even be a logo. There is nothing that makes you think or relate to the university. No, I cannot live with it. Having three of my family graduate from UNH, I think this is really sad. I know that the education that they received was not as bland as this “logo.”




The new logo is incredibly disappointing. To me, this is not a representation of UNH. It looks as if a 10-year-old designed it. Where is T Hall? That’s the focus, the heart of the campus, and frankly, this new logo makes us look undistinguished. No talent whatsoever went into this, and I don’t think that the designer or the university truly know the students – past or present.



Doesn’t fit

It looks like it should be a patch for the New Hampshire National Guard.




I’m not an alumna of UNH, but my brother and several of my high school classmates are. Over the years I’ve worked with several areas within the College of Health and Human Services. UNH is a venerable land grant college dating to 1893, and it is a valued resource for our state.

I haven’t followed the story of why current faculty, students, staff and alumni feel the need for a new logo design, but the current end result is wanting. It appears to me as a lifeless emblem suitable for a private school uniform blazer.

It doesn’t come close to portraying the legacy that is UNH. I suggest they continue with the use of Thompson Hall and emphasize that it is a university. Stay with tradition. There must be a better use for the financial and time resources attributed to this project.


New London

Thumb’s up

Love the new logo!



Waste of money

The university spent a lot of money for nothing. I liked the old logo. UNH will always be known as the University of New Hampshire to me. The current students attend the University of New Hampshire – not “New Hampshire.”



Lack of appeal

The new UNH logo shows an incredible lack of appeal. A logo should evoke a basic positive response. A viewer should look at it with interest. The new logo sends this message: Ho-hum.



I give it an F

I do not profess to be an expert on marketing, but I think the basic goal is to quickly state who you are and what you do. In this case, the new logo fails to do both. The letters “NH” are not exclusive to the university, or even to the state of New Hampshire. Think: “Southern New Hampshire University.” “New Horizons” etc. As to the shape of the background, it quickly suggests to me the “flash” worn on the left front of our nation’s military berets – not the university. Grade: F.



One word says it all




Legacy Comments3

How many times have Harvard Yale or Cornell changed their logos? i know the answer - do you?

There are a couple of things that people don't realize. Chermayeff, Geismar & Haviv may be a well know design firm but I would be surprised if any of the principals of the company had much of a hand in the design of this logo. As with most advertising firms, the principals hand off work like the UNH logo ($100,000 is chump change to a large firm) to their associates. In fact Helen Han, according to their website was the designer of this logo. We need to realize that just because someone is a great commercial photographer, world renowned, they may not be the right person to take a wedding photo or family photo and if they send along the third stringer photographer, you won't get the result that you want. For those interested in the philosophy and design views of the firm that designed the UNH logo there is a book that tells their story: Basic Principles of Identity Design in the Iconic Trademarks of Chermayeff & Geismar. By Ivan Chermayeff, Tom Geismar, and Sagi Haviv Print Publishing, November 2011. Identify is about the art and practice of trademark design. In the book, Tom Geismar, Sagi Haviv, and Ivan Chermayeff outline why the firm's designs work and why they’ve endured. The book includes sketches of designs in progress, behind-the-scenes anecdotes, and in-depth analyses of the Chermayeff & Geismar & Haviv methodology. Hardcover, 256 pages, full color

The "Old saw", If it ain't broke, don't fix it. Not only is good common sense, it saves money and makes newly minted MBA's not look as foolish as we know they are until they get a little "wet behind the ears" Put this new one "out to Pasture" and learn by your mistakes. It takes a strong person to be able to humbly do that!

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