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Dixie releases new logos ahead of official rebrand

May 15, 2022, 9:13 PM | Updated: May 16, 2022, 12:25 pm

ST. GEORGE, Utah — Ahead of officially changing its name, Dixie State University has released new logos sporting its rebrand.

After working since 2020 to change its name, the university will officially be called Utah Tech University on July 1. Sunday it shared its new logos.

“We are proud to be transitioning to the Utah Tech University name that highlights the impactful active learning experiences and career preparation each and every student gets in all of our 200-plus academic programs,” DSU President Richard B. Williams said. “The Utah Tech brand builds upon the legacy this institution has established over the last 111 years and will serve our students and university well for generations to come.”

What the new logos for Dixie represent

The new logos are two-toned, using the colors red and blue to represent the red rocks of southern Utah and the cooler climate of northern Utah.

According to a press release, the new logo complements the university’s polytechnic focus, as it is of a modern design that “captures the institution’s future-focused mission.”

It also features the shape and acronym of the state of Utah.

The trials and tribulations of a Dixie rebrand

The university has been working towards a rebrand since July of 2020. It partnered with Cicero Group to conduct an impact survey, surveying over 3,700 people. Results from the survey showed that the Dixie State community supported a name change.

“This process was one of the most visible, notable and comprehensive rebrands the state has ever experienced,” said Julie Beck, chair of the Name Recommendation Committee in a press release. “It included three major studies, tens of thousands of completed surveys, approximately 1,000 focus group participants, and nearly two years of data collection and preparation.”

To pick the correct name, the university utilized a Name Recommendation Committee, which then put together a name survey. This survey was taken by over 14,000 individuals.

Over the two years that Dixie State has built its rebrand many factors were taken into account. Ultimately Utah Tech University was found to be the best fit.

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Dixie releases new logos ahead of official rebrand