A Valley News Publication

Via the Valley News:

Dartmouth College this week rolled out a new, simplified logo as part of a branding redesign that administrators say will standardize the school’s “visual identity” and present a unified message to the world.



(Students Zakios Meghrouni-Brown and Kendall Christensen) said they preferred the aesthetic of the shield, the history and academic gravitas of which they felt were lacking in the new symbol.


“It feels a little corporate,” Meghrouni-Brown said.


“Your kids are going to make a lot of money if they come here,” Christensen said, summing up the impression the “D-Pine” gave her.

Via Dartmouth Memes for Cold AF Teens:

Credit goes to Michael Fraunberger.

There’s more where that came from.

Meanwhile, Joe Asch, of Dartblog, told the Valley News that “with the new logo Dartmouth has turned its back on its history.”

Not all of the reaction is negative, though. The students quoted above, from the Valley News article, noted that the old shield shows two Native Americans reading from an open book, which they were happy to see go because of its “depiction of Native people (that) spoke to an ‘assimilationist’ view of their place in American society,” calling it racist and imperialist. (The shield will continue to be used in some places.)

Read the full Valley News story here.