Sioux Center, Iowa — The logo that will be used when Dordt College becomes Dordt University in May was released on Friday night. A packed crowd was on-hand during the Defender Days logo reveal, which comes after more than five months of research, design, and feedback that went into the design process.
Dordt officials say that the logo blends classic and contemporary, and captures the uniqueness of Dordt University. They say the gold cross at the center of the logo highlights how, at Dordt University, Christ is at the center. The “U” is shaped like a graduation stole, and its stylized ends symbolize hands and arms open to God’s leading, according to Dordt officials.
They tell us that in mid-May, outside consultants came to campus and held focus groups of students, faculty, staff, alumni, and parents to determine the current brand perception of Dordt and to uncover insights for positioning and communicating Dordt. They say the responses students and others gave were analyzed and compiled into a brand assessment, which was the foundation for the initial logo designs.
The designers then shared the logo designs with Dordt’s marketing office, who met with groups on campus including students, the university initiative task force, and the administrative cabinet to get feedback. The design was finalized in early October.
According to Dordt creative director Jamin Ver Velde, “Dordt is not flashy. Dordt is not dull. But Dordt is bold—not in a sense that is reckless or abrasive, but in a sense that, regardless of trends, its dedication to its mission is unwavering.” She says that’s what she sees in this logo design: it’s not afraid to be unique, but it still manages to portray Christian academia and competence.
Student government president and senior education major Megan Van Den Berg says she likes the new logo because it directs her eyes to the cross. This shows her that Dordt’s mission remains the same and that, as Dordt University, they will keep equipping students to work toward Christ-centered renewal in all areas of life.
Dordt president Dr. Erik Hoekstra says he’s excited to share this new logo with their constituents, and he looks forward to when Dordt will officially be known as Dordt University.
The logo will be implemented on Dordt’s campus starting on May 13, 2019, when Dordt will officially become as Dordt University.
