By GREGORY ZELLER //
It’s less a rebranding than a re-logo-ing, but however you define it, Hofstra University has a brand-new look.
Over the course of two events – the 29th annual Hofstra Gala, held May 1, and a spirited campus-wide celebration on May 5 – the Hempstead-based university unveiled what it labeled a “bold new brand,” following what Hofstra President Susan Poser described as a comprehensive effort marked by “extraordinary creativity, organization and patience.”
A brand, of course, is a product, service or concept that’s publicly distinguished from other products, services or concepts. And truth be told, Hofstra’s brand – excellent academics, leaning hard into innovation and community – remains much the same.
But it does have an exciting new visual component.
The refresh revolves around a smart new logo, featuring a modern shield framing Hofstra’s iconic “H” monogram, all shaped like an open book – representing the pursuit of knowledge and discovery.
Susan Poser: Building momentum.
The shape also suggests a tulip, a nod to the university’s Dutch heritage. Hofstra University opened in 1935 as a Long Island extension of New York University, named for Dutch lumber magnate William Hofstra and his wife, Kate.
Speaking at the May 1 gala, Poser trumpeted a logo-redesign process driven by feedback from various sources and a months-long effort to “refresh the Hofstra brand to represent the future of the university.”
Specifically, the president credited the work of Hofstra University Vice President of Marketing and Communications Terry Coniglio and New York City-based “brand intimacy agency” MLBM, which consulted on the new logo’s look.
“They listened to our students, faculty, staff and alumni, understood our dreams for Hofstra’s future, and turned that into a magnificent visual identity,” Poser said. “This mark reflects not just who we are, but where we want to go.”
Where Hofstra wants to go is spelled out in Hofstra 100, the university’s strategic plan leading up to its 100-year anniversary in 2035. Leveraging the concept of “momentum” (not unlike nearby Adelphi University’s Momentum 2 five-year strategic plan), Hofstra’s centennial strategy doubles down on academic excellence, business development and community engagement.
A gala far, far away: Actually, it was in Hempstead.
And it expresses those foundations in largely visual ways: The new logo will be followed by an “updated look” for Hofstra Athletics (set to debut at the university’s June 9 Hall of Fame Dinner and Golf Outing) and a redesigned university website (slated to go live in August).
Four days after the May 1 gala, students and staff gathered at the Sondra and David S. Mack Student Center for a high-energy reveal event, celebrating the new logo and embracing the rallying cry “Be the Spark/Make Your Mark.”
Student Government Association President Lincoln Anniballi, a senior completing double majors in political science and history this semester, said the revised logo hits the mark both visually and as a symbol of the university’s lofty ambitions.
“I really love how the new logo encapsulates a lot about the Hofstra community,” Anniballi added. “It has the tulip aspect, it has the book, and I think it’s just a great symbol that we can all unify around.”
