October 12, 2016

University of Detroit Mercy, after a close examination of perceptions of the University’s brand across constituent groups (alumni, current students, prospective students, faculty and staff, teachers and counselors, civic leaders and employers in the Metro Detroit area and across the county), has unveiled a new logo and brand positioning strategy.

UDM logo

“We talked to constituents both on campus and off campus, in Metro Detroit and out of town and learned quite a bit,” said Antoine M. Garibaldi, Ph.D., President of the University of Detroit Mercy. “One of the clear findings is that the University is recognized for its academic excellence. They also perceive the University’s name to reflect its mission and commitment to Detroit. However, there is not a consistent way that they refer to the University. So we are beginning steps that will lead to more clear and consistent communications to generate greater recognition and understanding about the University.”

In addition to the new logo and the new brand positioning line “Build A Boundless Future,” the University maintains its name as University of Detroit Mercy, but will use “Detroit Mercy,” on second reference rather than various acronyms and nicknames of historical iteration.

“Detroit is an important part of our name,” added Garibaldi. “We are an active participant in the City’s revitalization and have a strong commitment to Detroit spanning our 139-year history.”

The new, stronger logo, created by Pittsburgh-based brand firm BD&E, a company with extensive higher education experience, has more of a collegiate and less corporate look.

“We want alumni, students, faculty and fans to wear Detroit Mercy wherever they go, said Garibaldi. “We want loud and proud. We want ‘the sweatshirt factor’ to represent us and create a strong connection.”

University leaders believe the new logo represents education, tradition, strength and Detroit., maintaining the University’s mission and Jesuit and Mercy traditions, while educating for the future.

The new branding initiative is designed to communicate to audiences that the University offers:

  • Excellent academics – ranked programs and recognized faculty
  • Exceptional Outcomes – job, post-graduate and professional accreditation at comparatively high rates
  • Detroit – A Vibrant American City – Detroit has become a destination for students to pursue their studies
  • Service and Values – opportunities for learning outside the classroom by being engaged in the community.

For more information on the brand initiative and to download images of the new logo, visit

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