That contrasts sharply with the reaction online. On Facebook and Twitter, fans treated the new logo as if it were New Coke. Of course, that ill-fated product came out in 1985, well before social media gave everyone a forum to have their opinions heard.
One UD grad wrote the Dayton Daily News to say, “The new logo is horrible. Ugly. The alumni are uprising already.” Another alum and season-ticket holder called it “bush league.” One fan called to say he didn’t understand how anyone could see the “D” logo and get that it represents the University of Dayton.
Many fans complained that the left edge of the “D” logo looks like a “V,” and thus the logo appears to read, “VD.” Some didn’t like that the logo doesn’t include the letters “UD,” though a “U” was subtly hidden in the bottom of the “D” by the designer.
There are a number of UDs — Detroit, Denver, Delaware — around the country. That’s one reason UD stayed away from using UD, Athletic Director Tim Wabler said.
Darryl Cilli, of 160over90, the agency that designed the logo, said the design team looked at many versions of the logo, but the final product was one of the earliest and was liked from the beginning of the process.
Kelly saw the logo before most people, looked at it for a long time and didn’t see a “V” in the logo. Out of all the people who visited his store Friday, only two complained.
“I read where people are misreading it,” he said. “It’s just a ‘D.’ We’re trying to turn the blue into something it’s not.”
Kelly wondered how much the reaction varied by age group. According to Dayton assistant coach Kevin Kuwik, potential recruits like the new look and especially the photos of the new uniforms. He wrote on Twitter about receiving text messages from recruits, who wrote, “Those are sweet coach” and “Woah those are nice.”
Neil Sullivan, deputy director of athletics at UD, heard many good reactions and also received responses from the other side of the spectrum.
“We understand it’s a dramatic change and logos are naturally subjective,” Sullivan said. “We think the new identity is adaptable to the modern era of sports across all mediums. A lot of effort went into it. We felt a change was needed. We plan on moving forward. … We respect and appreciate the deep affinity people have for the University of Dayton. The new system will help us be competitive and nationally visible.”
About the Author
