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Rutgers University has unveiled a new shield (right) to replace the original version (left) that debuted in 1966. (Courtesy of Rutgers University)

NEW BRUNSWICK -- On the cusp of celebrating its 250th anniversary, Rutgers University today unveiled a new image that it hopes becomes an unmistakable symbol of the school's future.

Rutgers debuted a new red-and-white university shield, a complete makeover of the prior bicentennial shield that was created in 1966. The new version features a sunburst, a crown, a book, three stars and the year 1766.

The school wanted an image that is "distinctly Rutgers and clearly Rutgers," said Kim Manning, vice president for university communications and marketing.

Rutgers' prior shield was comprised of a coat of arms, an intricate image with armorial bearings and emblems of families or institutions connected to the university's origins. The image was difficult to reproduce, so Rutgers rarely used it outside of commencement ceremonies, Manning said.

Rutgers has struggled over the years to come up with a consistent visual identity for the school. Campus officials have long complained that the school has too many logos, including a block "R" and the name of the school written in script, that are used on t-shirts, letterhead and signs.

The school plans to use the new shield on signs on its three campuses, for upcoming 250th anniversary celebrations and possibly on merchandise such as polo shirts and lapels, Manning said. The shield, which cost about $30,000 to create, will not replace the block "R" logo used for athletics, according the university.

The new image is divided into thirds representing Rutgers' connections to New Jersey's three regions -- north, central and south, according to the university. The three sections also reflect the school's tripartite mission of teaching, research and service, Rutgers said.

The sunburst at the top conveys illumination, light as a metaphor for knowledge. The crown on the left side and the year 1766 represents the school's founding as Queen's College in 1766.

On the right side, the three stars represent New Jersey, the third state to ratify the U.S. constitution. The book above the stars is a symbol of Rutgers' enduring commitment to teaching, according to the university.

"We looked at what are the icons that matter most for Rutgers," Manning said.

In designing the new shield, Rutgers consulted with its alumni association and the student affairs committee of its faculty senate, Manning said.

Rutgers also looked at the shields of Princeton University and other colonial colleges as well as Penn State University and other Big Ten Conference schools, she said.

"I like it. I actually like it a lot," Ken Johnson, Class of 1966 and a member of the alumni association's board, said of the new shield. "It's somewhat easier to understand, not as complex."

The old shield included images representing the arms of Nassau, the House of Orange, and recognizing the Dutch settlers who founded the college. It also included the Crown of Charlemagne, the Great Seal of the State of New Jersey and the coat of arms of Col. Henry Rutgers.

NJ Advance Media reporter Kelly Heyboer contributed to this report

Adam Clark may be reached at adam_clark@njadvancemedia.com. Follow him on twitter at @realAdamClark. Find NJ.com on Facebook.