The shield displaying "NH" will be used by the university's three campuses in Durham, Manchester, and Concord for digital, print, and environmental branding. The blue and white logo expresses UNH's official colors and symbolically represents the blue water and white snow that draw so many people to the Granite State, according to a statement released by the school.

"The University of New Hampshire now has one symbol that conveys boldness and clarity around our mission of innovation and success for our students and alumni while connecting New Hampshire with the global economy," UNH President Mark Huddleston said. "Like any serious enterprise in a competitive marketplace, we must invest in and manage our identity clearly and with consistency for those who know of our excellence and those who are learning about UNH for the first time."

The design was chosen by an advisory panel of students, alumni, faculty and staff and developed by Chermayeff & Geismar & Haviv of New York City. It replaces the 15-year-old image of UNH's Thompson Hall clock tower.