Fordham University, a private Catholic institution in New York City, has introduced a comprehensive visual rebrand for the first time in decades. The new design draws inspiration from the university's neo-Gothic architecture while incorporating modern, dynamic visual elements that blend tradition with the vibrant energy of New York City, according to university officials.
Founded in 1841 as St. John's College by the Catholic Diocese of New York, Fordham evolved from a seminary into a full university and was renamed Fordham in 1907. The Jesuit research university is the oldest Catholic university in the northeastern United States and the third oldest in New York, with campuses in the Bronx, Manhattan, and Westchester. Notable alumni include actor Denzel Washington, legendary Green Bay Packers NFL coach Vince Lombardi, singer Lana Del Rey, former New York Governor Andrew Cuomo, and current U.S. President Donald Trump, who studied at Fordham from 1964 to 1966 before transferring to the University of Pennsylvania.
The university explained that its previous visual identity dated back to the pre-internet era, making it difficult to display effectively in smaller sizes or on digital platforms. The decades-old serif wordmark was no longer suitable for modern communication needs. University officials emphasized the importance of conveying Fordham's distinctive messages and Jesuit values in a contemporary, understandable language that resonates with new generations.
"This rebrand builds on our rich history as the Jesuit University of New York, explaining why that matters to a new generation," said Fordham President Tania Tetlow. "It comes at a key moment, as we prepare to share a new strategic plan this fall that will shape Fordham's direction through 2030."
The university's logo has been completely redesigned from the ground up. The previous wordmark, set in Bernhard Modern typeface—designed in 1932 by German graphic designer Lucian Bernhard, who migrated to the United States that same year and lived in New York City until his death—has been replaced after several decades with a new word-and-image mark. The new wordmark maintains capital letters but is now arranged in two lines, with "Fordham" set in Cenzo Flare (designed by Magdalena Arasanz of W Type Foundry) and "University" in Commuters Sans (by Dharma Type).
A distinctive image mark precedes the university name, featuring a Gothic "F" set in blackletter style within a shield. This "Gothic F" symbol, as the university calls it, is inspired by the historical university seal and reflects the institution's architecture. The traditional seal will be preserved and used exclusively for ceremonial events and official university documents such as certificates and diplomas. University officials describe the new brand design as successfully connecting tradition with forward-thinking innovation.
Alongside the new visual identity launch, the university has created a comprehensive brand portal documenting all features of the new design at Fordham University Brand Standards. The institution has also adopted the tagline "For What Matters," which emphasizes the university's core mission of improving lives through education and engagement. A deep reddish-brown tone (maroon) remains the university's primary color.
The design process involved thousands of stakeholders, including alumni, students, faculty, staff, donors, and employers. The new identity was developed through collaboration between Fordham's marketing and communications team and Ology, a strategy and branding agency based in Columbus, Ohio. Ology has previously worked with other major universities including Purdue University, Texas A&M University, and Marquette University.
Design experts note that this energetic, visually appealing, and contemporary brand design represents a significant departure from typical expectations of a private Jesuit research university in New York City. The use of blackletter typography is particularly interesting, as such fonts are perceived and utilized differently in American brand communication compared to other societies—largely free from negative historical connotations and ideological associations that exist elsewhere.
In the United States, blackletter fonts have been increasingly used in brand design for three decades across various sectors, including fashion (Juicy Couture, Palm Angels), music (Cypress Hill, NAS), and sports (LA Clippers). However, their use in U.S. university branding remains relatively rare. The University of Chicago uses a Gothic wordmark, but not as its primary logo—only for specific applications such as sports teams. This makes Fordham's shield-based Gothic "F" particularly distinctive as it serves as the university's main identifier.
In addition to the primary image mark, the university utilizes the modern blackletter font Mighty Empire for specific applications such as callouts. Rather than conveying a rebellious image, the typography works in conjunction with the color scheme to communicate academic authority, institutional excellence, reliability, trustworthiness, history, and tradition—creating a visual identity that faculty, staff, and students can equally embrace and identify with.
