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VCU Athletics unveils new logo, visual identity

VCU unveiled a series of logos as a part of VCU Athletic’s new visual identity today. The process started over a year ago and was narrowed down by a number of constituency groups from 16 initial concepts, to four finalists, to the finished product you see below.

The complete rollout will take roughly a year to complete but new merchandise is already available in the VCU bookstore. As for basketball, new uniforms and a center court logo won’t come about until next season.


About Mat Shelton-Eide

VCU School of the Arts (BFA '07) and Center for Sport Leadership (M.Ed. '10) alumnus, Mat has followed VCU basketball since the Sunbelt days when he'd attend games with his father. Worked as a graduate assistant in the VCU Sports Information Department for the '09-'10 season, but has covered VCU basketball for since 2007. Like what you're reading and want to know how you can keep alive? Make a donation! While we sell advertising on our site, we aren't the best at it, so your donation helps us take time away from things like "work" to work on FOLLOW THIS LINK to make a secure donation through PayPal.


  1. This has been a long time coming and in my opinion was very necessary. I think this is a step up from the old logo. Any details on who or what agencies were involved? Was this all done in-house at VCU?

  2. I actually like the new ram, but I am just not a fan of the primary word mark. The horn coming off the V just dosen’t seem to fit.

    Think how cool a GIANT charging ram will look in center court…have it take up half the court like the Jayhawks have. SCHWEET!

  3. Too bad. Generic. VCU is anything but generic.

  4. It looks plain and boring. Sort of a cross between the design-a-team in most sports video games and the University of Colorado. It is even more disappointing to not use the students in the renowned art school. The horn coming out of the “V” looks dumb. Looking at the logo on and around campus will be more disappointing then inspiring. Way to fail!

  5. Weak. Letters are close to the same as UCF, why a shield?, looks like a mix Univ of Colorado and UCF, and why the hell are we paying some group in Ohio to make logos when we are one of the top art schools in the country?! I really want to know the reason for outsourcing outside of VCU. Can we give our students a chance to up this one? I have a feeling we’d blow these away.

  6. Obviously parent-types were in control of this. The ram looks baby-fied. More like Rudolph the Red Nosed Reindeer than an awe-inspiring ram. Instead of wanting to shake my fist at a Biliken and chant “V-C-U,” I want to go, “awww, int he cuuute.” Oh well.

  7. As a VCU alumn, and a graduate of the AdCenter (now brandcenter), I don’t mind the new look. These things are always controversial. Students always think they can do it better (usually they can’t – and they’ll have their opportunity to mess it up plenty with inhouse projects.) It’s the process that is generally to blame. 16 directions initially, a committee, and passionate fan base makes it almost impossible for it to be done without controversy. And most of the brand isn’t in the logo – it’s how it’s used. A year from now, you’ll all be proudly wearing it and nobody will remember there was ever a controversy. That being said, I wish the type was a bit better but it’s not bad. (Not a fan of the strokes you see on all the athletic logoforms). I would like for the horn and the V to fit better together, but I really like the secondary marks for the most part. I have news for people that think this ram looks like a goat – RAMS LOOK LIKE GOATS. I do think they should have gone with either a local supplier, or at least an alumni designer with chops. (Maybe they did – I haven’t researched it.) But for all the naysayers, you have no idea how hard, long, and bureaucratic this process can be – to get something that is this good is a rarity. It’s not perfect, but it’s pretty solid.

    (My team just wrapped up a similar project and I can tell you – nothing about this is easy.)

  8. This is a terrible upgrade. Obviously people with bad taste voted on this…. Our current logo font is awesome. Now we have a goofy cartoon ram that belongs in a petting zoo instead of instilling fear in competitors. This actually embarrasses me for the school…

  9. I’ve been trying to stay positive about this but I can’t. I wanted to accept the new look; I almost purchased a shirt with the new ram on it but I couldn’t.

    First of all, why would VCU need a logo change when the one we went to the final four with is set in stone for sports history? That is our identity. I have a friend who graduated from Kansas, he says our logo is imprinted in his brain for what VCU did to them during the elite 8 game. Changing the logo is stepping away from the face of the team during that historic game and season.

    Secondly, this looks like clip art. There’s nothing fierce or powerful about this logo. You know what the old logo had? A classic look. The greatest teams have classic looks. Alabama, Oklahoma, Notre Dame, Michigan, etc they don’t change their logos because they are honoring a rich history of sports. With the accomplishments that we have earned in college basketball, VCU should be honoring our history with our classic logo that, again, EVERYONE who watched the tourney knows.

    But the most embarrassing part is that with all the discontentment surrounding this new “identity”, VCU is eventually going to change it’s logo again. How can we create a lasting image in the minds of sports fans when we keep changing our face.

    I am a ram down to my bones and this new identity makes me embarrassed for the people at my alma mater who decided these CARTOONS were our best bet for a new look.

  10. I am not a fan of the new logo & really don’t see the need to rebrand. VCU has upped it’s national name over the past few years and we have a strong recognition factor with the existing logo. The fact is – it wasn’t broke and there was no reason to change it. If there was a need, the new logo clearly misses the mark.