The University of Minnesota Duluth (UMD) is getting a new look as part of an updated branding campaign. The updated materials and direction help celebrate both the Duluth campus’ unique qualities and the benefits that come with being a part of the University of Minnesota System.
To the public, it’s a subtle change, but it truly resonates with prospective students and their families, and reflects the work of the University and what makes it both unique and impactful.
“There is a great story to be told about this remarkable university in one of the most beautiful parts of the state, and perhaps the country,” said Chancellor Charles Nies. “We know our students join UMD for the amazing academics that we offer, the credibility that comes with a University of Minnesota degree, and the incredible opportunity to learn, discover and create in our physical location. This new branding is all about sharing that story."
The brand refresh includes new creative direction, messaging, and updated logos that further clarify the University’s distinctions and exemplifies what makes UMD such a great school, while highlighting the incredible location as well as emphasizing UMD’s inclusion in the University of Minnesota System.
“We started this process by getting input from our stakeholders to help identify core aspects of the UMD brand,” said Lynne Williams, chief marketing and public relations officer at UMD.
“We found that UMD’s identity is grounded in our courageous spirit that’s driven by discovery and impact, our natural integration with the community and environment, and our student-centric culture as a mid-sized institution with the perfect balance of access and resources.”
A new Block M Duluth logo will be a part of the rebrand. The block M icon has been part of the mix of logos for years. It’s a logo with elements already familiar within various contexts of the University of Minnesota System, reducing confusion about the University’s affiliation, while also emphasizing its relationship with Duluth.
“Our U of M connection is a strength and really resonates with our prospective students and their families. Plus, we are at a milestone in the history of our campus,” said Williams. “In 1947, UMD was named as part of the U of M System. While we honor our foundation as an independent teacher’s college and normal school, we’ve turned a corner, and more than half of UMD’s history is as part of the University of Minnesota.”
Many aspects of the institution’s legacy branding will remain, including the continued use of the UMD acronym, as well as no changes to athletic marks, uniforms, or the Bulldog visuals. The passion of UMD’s alumni and community remains unwavering, ensuring that the Bulldog spirit and tenacity are preserved.
As with any rebranding process, updates will happen in stages, but watch for updated logos and marketing materials, as well as opportunities to update clothing and other merchandise soon.
Watch a bit about the refreshed UMD brand story in this short video.