Fordham is proud to unveil a new brand strategy that sharpens its identity while remaining deeply connected to its history, mission, and values.
The University’s evolved messaging centers on “For What Matters,” a concept that expresses what has always made Fordham special: a community of restless, determined learners and doers, committed to making lives better through education and service. The brand’s updated design draws inspiration from Fordham’s iconic Gothic Revival architecture while incorporating modern, dynamic visuals, blending tradition with the vibrant energy of New York City.
“This rebrand builds on our rich history as the Jesuit University of New York, explaining why that matters to a new generation,” said Fordham President Tania Tetlow. “It comes at a key moment, as we prepare to share a new strategic plan this fall that will shape Fordham’s direction through 2030.”
Over the coming months, the refreshed brand will roll out across recruitment materials, digital platforms, campus signage, and new merchandise. The launch date, July 31, honors Fordham’s Jesuit heritage by coinciding with the Feast of St. Ignatius Loyola, founder of the Jesuits.
To celebrate the launch and Fordham’s enduring presence in the city, the spires of iconic NYC landmarks will glow maroon this evening. Look for the lights at One World Trade Center, One Bryant Park, One Five One W. 42nd St., and the Sven skyscraper in Queens.
Bringing Fordham’s Story to Life
As the higher education landscape grows increasingly competitive, it’s more important than ever for Fordham to clearly communicate its core value proposition, according to Justin Bell, the University’s vice president for marketing and communications.
The updated brand zeroes in on what makes Fordham distinct: its dedication to molding students with sound hearts and strong minds, drawing upon a nearly 500-year-old Jesuit educational tradition, all from an unrivaled location in the heart of New York City.
“Fordham is and always will be the Jesuit University of New York,” Bell said. “Through an intentional process guided by audience research, expert analysis, and community feedback, we found new opportunities to communicate what that means and how it sets us apart to the students we seek to serve in 2025 and beyond.”
Evolving the Look and Feel of Fordham
Just like Fordham itself, the updated brand design fuses tradition with a forward-looking edge, honoring the University’s rich legacy while conveying a bright future. A Gothic “F” logo anchors the new visual identity, drawing from the University’s architecture. The logo also incorporates a shield inspired by Fordham’s seal, with ties to St. Ignatius’ sword and shield. A new color palette used throughout the University features a bolder maroon, while updated photography and video standards ensure the dynamic energy of Fordham shines through authentically.
Beginning in spring 2026, Fordham Athletics will incorporate a beveled version of the Gothic “F” alongside a refreshed wordmark. Fans will continue to see the beloved Ram in athletics branding.
“These changes capture Fordham’s history and spirit, carrying it forward for a new generation of Rams,” said Bell.
A Brand Built by Fordham, for Fordham
The brand refresh has been a community-driven effort, with thousands of stakeholders—alumni, students, faculty, administrators, donors, and employers—helping to shape its direction. Fordham’s marketing and communications team collaborated closely with Ologie, a strategic marketing firm that has worked with Purdue University, Texas A&M University, and Marquette University on the project. The firm helped to develop the messaging and visual elements that define the updated brand.
Through many conversations with members of Fordham’s community during this process, one theme surfaced again and again: Fordham not only prepares its students for success; it empowers them to matter to the world.
That idea became a foundation for the new brand message: “For What Matters.” It’s a slogan that reflects the lasting mark Fordham leaves on its students, on the communities it’s rooted in, and on all of the lives its alumni will touch, long after they walk across the commencement stage.
“That is what sets Fordham apart,” said Bell. “And that is the story we aim to tell moving forward.”
Learn More About Fordham’s Updated Brand
To learn more about Fordham’s brand evolution, visit the brand launch site.
