DURHAM, N.C. – North Carolina Central University’s new logo has received mixed response on social media.

The university announced and unveiled the new logo, as well as a new university tag line, this week. The current brand also includes a university seal featuring founder Dr. James Shepard and the Eagle Athletic mark.

  • The new launch was accompanied by a video produced by the university. 
  • The university has both a new logo and tag line. The university seal remains the same.
  • The logo has received both positive and negative reactions on social media.

A statement says that the university worked with a branding agency and sought input from focus groups to develop a new brand identity and tag line that “appeals to our diverse university community, honors NCCU’s Historically Black College and University legacy, while simultaneously looking toward the future and better reflects the university’s expanding academic programs."

It continues, “For more than a century, North Carolina Central University has built on its rich heritage of producing change agents, leaders, scholars and innovators. As we continue to serve as an institution of access and opportunity, we believed it was important to develop a new brand identity that reflects our rich heritage and bright future. The new logo and tagline – Discover what’s Central to you – that NCCU unveiled to the university community this week achieves those goals. Fortifying the historic administration building on NCCU, the quoins, are architectural elements, which signify permanence and strength. They also resemble the wings of an eagle, a symbol of pride and achievement, and the university’s mascot. Simply put, this symbol is both foundational and aspirational.”

A video was also produced to announce the change.

 

 

On social media, the new assets have received both positive and negative reaction.

A Change.org petition was created to change the new logo It has received over 1,600 signatures at our time of publishing.

It reads: “In light of recent events at North Carolina Central University, we are currently transitioning into a rebranding phase in which the universities publications in logos and taglines have been altered. The students, alumni, and the Durham community at large have displayed a large amount of disapproval towards this change as it strips us of our Tradition,Home, and Legacy. We will be referred to as NC Central University instead of NCCU, North Carolina Central University or Central. Our new publications around campus and on websites are supposed to promote diversity however no longer reflects the main demographic on our campus. We are an all-inclusive campus, however, we want a true representation of a university founded on Truth & Service. The quality of the new logo is one that shouldn't be represented by a first choice premier HBCU. We hope to have your support."