PHOTO: UConn unveils new logo -- and it's pretty terrific

Even if you like the old UConn logo, it's hard to argue this isn't at least a pretty solid replacement. (UConn Today)

Those inside UConn's athletic and marketing departments have been working over the past two years to rebrand the school. They wanted a new look and, more than anything, something consistent.

So on Thursday, the school unveiled its new logo -- and, wow -- isn't that pretty great? How often do we see a new emblem unsheathed to a reaction of underwhelm, confusion or regret?

Not this one. That's genuinely a modern improvement, I think. That Husky looks eager. Intent. Staunch. Kind of frightening if you stare long enough. Maybe even hungry. Did you know it's named "Jonathan"? I didn't. Now I'm less intimidated.

The story behind the change comes via UConn Today, which broke the new dog seal in Storrs. The new logo will be part of a massive overhaul on all athletic teams' uniforms.

The two major changes will be the use of “UCONN” across the front of every uniform worn by each team, and a new look for the Jonathan Husky logo. The new look is part of a new institutional branding and marketing program announced in early April by President Susan Herbst that uses “UCONN” as the primary mark of the University in all signage, publications, advertising and marketing activities.

“This logo is everything that a Husky is supposed to be -- powerful, aggressive, determined,” women's basketball coach Geno Auriemma says. “It is looking right through you and saying ‘Do not mess with me.’ This is a streamlined, fighting dog, and I cannot wait for it to be on our uniforms and court.”

I have to say I agree, Geno. Streamlined!

The best part of this news is discovering the six UConn logos throughout the years. The one from 1959 seems like it should become some sort of Internet meme because it's basically the exact opposite of what this new symbol is.

Nike was obviously prominently involved in this and made the new design. I love this passage from the UConn Today story: "In particular, student-athletes expressed the view that the current Husky image did not reflect 'the tenacity and toughness' they demonstrated on the field of play."

The logo was not living up to the hype or emblematic of a true Husky. I think it was that playful red tongue that did it. Silly as it seems, logos do have a lot of impact on perception. Let's take a trip down Memory Lane. The first three are the Internet's gift to you and me today.

UConn's logos through the years. (UConn Today)
CBS Sports Writer

Matt Norlander is a national award-winning writer who has been with CBS Sports since 2010. He's in his seventh season covering college basketball for CBS, and also covers the NBA Draft, the Olympics and... Full Bio

Show Comments Hide Comments
Our Latest Stories