ROCHESTER, N.Y. — The University of Rochester unveiled its brand new look Friday, but don’t call it the “U of R” anymore.
Now called URochester, this is the university’s first brand refresh in 20 years. The blue and gold tones associated with the school are still here, alongside its trademark Latin phrase “Meliora,” meaning “ever better.”
The biggest change comes to the school’s crest, which has been simplified to a wireframe and basic shapes.
The university says this brand refresh follows two years of research and feedback from students, faculty, staff, alumni, parents, and prospective students. It also coincides with the school’s 175th anniversary.
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