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Dec 11, 2013 03:25 PM EST

University of New Hampshire Releases New $65,000 Logo to Underwhelming Response (PHOTO)


The University of New Hampshire (UNH) has unveiled its new school logo, but the designer and the reported cost are hampering the announcement.

The New Hampshire Union Leader reported the selection process for the new logo was mired in controversy because the administration hired New York City design firm Chermayeff & Geismar & Haviv. The chosen logo is also reported to have cost the school $65,000.

A UNH press release described the logo as a "crisp, contemporary shield that strongly displays 'NH.'" It will be used for the school's three campuses in Durham, Manchester and Concord, but the athletic department's Wildcat logo will not change.

"The blue and white logo expresses UNH's official colors and symbolically represents the blue water and white snow that draw so many people to the Granite State," the release said.

According to the NHUL, student reaction was somewhat underwhelming.

"It's all right," said Ryan Thiebauth, senior. "I kind of like the old-school one better because of its simplicity."

"It looks a little old-fashioned," said Jess Snowdon, sophomore. "It looks almost like we're an online college - just a place you can just take online classes."

"It's okay," said Kate Murray, senior. "I liked the T-Hall (Thompson Hall) one better, but I guess it didn't include the other locations."

"I don't know why they went with a shield," said Allison Wood, sophomore. "It's got an older look to it."

The school's new logo was unveiled at Saturday's home hockey game against Boston College. The old logo stood for 15 years and depicted UNH's Thompson Hall clock tower.

"The University of New Hampshire now has one symbol that conveys boldness and clarity around our mission of innovation and success for our students and alumni while connecting New Hampshire with the global economy," UNH President Mark Huddleston said in the release. "Like any serious enterprise in a competitive marketplace, we must invest in and manage our identity clearly and with consistency for those who know of our excellence and those who are learning about UNH for the first time."

A panel made up of students, faculty, alumni and administrators chose the new logo while taking comments and ideas from outside sources into close consideration.

UNH joins Chermayeff & Geismar & Haviv's client list, which includes Mobil, NBC, Chase, National Geographic, PBS and Brown University.

The new UNH logo:

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