Fordham Marketing VP on New Logo

Fordham University unveiled a new visual identity on July 31, replacing the seal in its primary logo with a custom Gothic “F” overlaid on a shield.

Justin Bell, Fordham's vice president of marketing and communications, said the redesign follows six months of research with more than 8,600 students, alumni, faculty, staff, and employers — the most extensive audience study in the school’s history.

The result is a brand platform that pairs the updated logo with the long-standing tagline, “The Jesuit University of New York,” and a new campaign slogan, “For What Matters.” Bell stressed the change is not a move away from Fordham’s Jesuit heritage. The seal remains part of the university’s identity but will be reserved for ceremonial uses, such as commencements and presidential events. He said his team worked to ensure the new “F” includes deliberate references to Fordham’s history: architectural details from both campuses, a subtle cross and a “J” for Jesuit.

“It carries a lot of meaning and it actually ties back really well to our history and our past,” Bell said

The new brand will roll out over the next year, with updates on Fordham’s website, recruitment materials, campus signage, and eventually athletics. Student reactions since the change have been split. Bell acknowledged some pushback, including a student petition with over 1,600 signatures, but he thinks the changes will resonate once the community understands the research and symbolism behind them.

“There's a whole plan as to how this rolls out to make sure that when it lands, it lands well, it lands in a way that Rams can take great pride in it,” Bell said. “It's also going to help us remain even more competitive when we’re thinking about how we show up in New York, across the US and across the globe.”

A portion of this interview ran on the What’s What Podcast on August 8. 2025.