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“Do the Hokie Pokey”

(Est. 1872) “Virginia Tech takes a hands-on, engaging approach to education, preparing scholars to be leaders in their fields and communities. As the commonwealth’s most comprehensive university and its leading research institution, Virginia Tech offers 275 undergraduate and graduate degree programs to more than 33,000 students and manages a research portfolio of more than $502 million. The university fulfills its land-grant mission of transforming knowledge to practice through technological leadership and by fueling economic growth and job creation locally, regionally, and across Virginia. Through a combination of its three missions of learning, discovery, and engagement, Virginia Tech continually strives to accomplish the charge of its motto Ut Prosim (That I May Serve).”

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Related links
Virginia Tech brand page
Virginia Tech news article

Relevant quote
Increasingly, the Virginia Tech community thrives at the intersections of academic disciplines. In the university mark, linking the letters with a fluid line visually depicts the bridging of boundaries. Spelled out in our preferred font, the letters of “Virginia Tech” mirror the curve between the V and T, thus tying together the shape and the words.

Images (opinion after)

New Logo for Virginia Tech
Logo.
New Logo for Virginia Tech
Color variation.
New Logo for Virginia Tech
For context, the “flying VT” logo used by the athletics team looks like this and will continue to be used like this. Which is highly confusing.
New Logo for Virginia Tech
Identity elements.
New Logo for Virginia Tech
Brand platform.
New Logo for Virginia Tech


New Logo for Virginia Tech
Merch. Photos by Matt Gentry via The Roanoke Times.
Brand explanation. The graphic elements are shown in use here.

Opinion
The old logo was fairly bad, with a shield that looked like it had a distorted bar code inside and paired with a funky serif, typeset far too tightly. The new academic logo echoes the athletics monogram with a “VT” monogram, where the “V” fuses into the “T“. Strategically, this is super weird in that the two logos look alike and don’t have the clear distinction between academic and athletics logos most universities have and it’s bound to create some confusion. Also, more ironically, the new academic logo looks more dynamic and sporty than the blocky athletics logo. The new monogram has an interesting twist in that it has a normal “V” followed by an italic “T”… My brain is really confused whether to hate it or love it; it seems like a clever way to solve the segue from an angled letterform to a straight one. So maybe I’m somewhere in the middle, in that I appreciate it and think there is something relatively cool about it. The wordmark, though, that one I’m 100% sure I hate. Obviously, they tried to replicate the curve generated in the intersection of the monogram and apply it haphazardly to any and all letters in the full name. And every letter is the worse for it, except the straight letters, which were lucky to no have any odd angles. The graphic elements are very school-ish, but more like a middle or elementary school. There is something very “junior” about them… instead of feeling more like higher education. Overall, though, this seems to be applied and embraced with enough conviction to make it work for the university.