This is the new UConn logo

new uconn logoThe University of Connecticut will now be known as UConn. And this is their new logo.

Yes, the school will still go by the formal name, but in all branding, they will use the shorter — and more marketable — UConn.

This is the new iteration of Jonathan the Husky. This logo was developed “as part of a review of all athletic team logos and marks, which in recent years had moved away from a consistent look on team uniforms,” UConn said in a press release.

“This logo is everything that a Husky is supposed to be – powerful, aggressive, determined,” women’s basketball coach Geno Auriemma said. “It is looking right through you and saying ‘Do not mess with me.’ This is a streamlined, fighting dog, and I cannot wait for it to be on our uniforms and court.”

The new uniforms will begin to be work during the fall sports season. Merchandise with the new logo will launch later this month.

The school released a video priming the pump for the new logo, which was developed in collaboration with Nike:

For more on the school’s branding change, click here.