Over four decades, the interlocking GT represented one aspect of the Institute -- the competitive spirit of Georgia Tech athletics. As a result, the symbol is highly recognizable for parents, prospective students, and peer institutions. The same interlocking GT was selected to serve to celebrate our entire dynamic community of students, alumni, faculty, researchers, and staff.  

The interlocking GT logo was paired with newly designed wordmarks for the Institute and complemented by an evolved illustration of the Seal — the Institute's most formal, longstanding mark. The new version of the Seal retained the core elements of the shield, bearing the state symbol, the eternal flame symbolizing knowledge, and the gearwheel of technology. Our unwavering commitment to Progress and Service was presented more prominently and legibly than ever before.

Both refreshed symbols are true to the white and gold colors that have been part of Tech's identity since 1891, while officially presenting navy blue as a primary contrast color.

The entire visual identity package that includes photography and design guidelines in addition to the new set of Institute wordmarks, was created to reflect Georgia Tech’s core values focused on students, diversity, and innovation.

Like our strategic plan, we wanted to ensure our new visual identity reflected the varied voices and perspectives of this community. With thousands of insights collected, we believe our new look will best match our bold steps forward — with people, the members of this community, and our mission at the center of it all.

• President Ángel Cabrera during his official unveiling at the Institute Address on Sept. 2, 2021.   

The graphic symbol for the Kessler Campanile spire was retired, after 25 years as as part of the primary Institute logo. Buzz and the Ramblin' Wreck remained unchanged as the iconic, spirited mascots that have represented Georgia Tech for decades.

Visual Identity Refresh Effort 

Building on the foundation of the Institute strategic plan, the visual identity brand refresh was accomplished by an in-house collective of campus brand stewards, including designers, communicators, and staff members from the academic units and operational divisions of the Institute with additional guidance from an outside branding firm.  

The group began the design process with a deep dive into Georgia Tech's visual history, and review of alumni and audience surveys, market research data from Institute Communications, and input gathered during the appreciative inquiry portion of the strategic planning process. Next, they hired Atlanta-based brand agency Matchstic to provide an outside perspective of Georgia Tech's position among competing university brands and recommendations for the in-house creative team. An April 2021 survey of campus audiences and alumni affirmed broad recognition of the interlocking GT as a symbol for the entire Institute. The creative team worked from May to July 2021 to develop fresh concepts around the shared symbol. 

The collective sought ongoing feedback from an advisory group including representatives from the undergraduate and graduate student bodies, faculty, administrators, support staff, and communications and marketing professionals. This advisory group helped shape the overall creative direction, resolved differences in perspectives, and reviewed plans for implementation. 

Additionally, the working group socialized new concepts with key groups of people across campus throughout the summer to gather input and incorporate ideas into the refreshed branding system. Matchstic continued to guide and weigh in throughout the socialization process as well. 

Ramblin' Rollout 

A tiered output and implementation plan guided rollout of the refreshed brand identity, with the Institute's sustainability goals in mind. 

Archive: Brand Refresh Rollout Guide and Frequently Asked Questions

In August 2021, the Institute immediately updated its digital and social presences as seen on websites, digital signage, and social properties. Supporting templates, and logo sets for colleges, public-facing campus units, and executive offices were also distributed at launch, to reflect the refreshed visual identity on appropriate unit expressions. Logos for schools, interdisciplinary research units, labs, and programs were tiered for production and shared within a month after launch. Business cards and stationery incorporating the refreshed visual identity were made available for order within the month following launch.

A brand refresh of digital and print collateral and outdoor advertising followed a tiered approach during 2021-2022. Signage on the physical campus, and city-facing brand opportunities were updated over a longer period, and continue during 2024-2025.

Institute Communications continues to serve as the central brand management organization for campus, supporting consistent application across digital and physical media.

Communicating Our Progress

July - August 2021: Proposed Solution Shared With Campus Audiences, Feedback Integrated 

The brand refresh working group shared a formal proposal with groups across campus (list below), acquiring input and relaying feedback to the design team. Socializing the concepts with students, faculty, and staff helped the creative team make adjustments and improvements to best meet the needs of campus audiences.

Concurrently, the group developed a detailed implementation plan, collected and answered questions from listening sessions, and updated the brand style guide and standards in advance of the launch.

Alumni Association – 6/30
Athletics – 6/30
Institute Communications – 6/30
College communications directors – 7/7
Visual brand stewards and campus designers – 7/8
Reck Club – 7/9
Cabinet, Deans, and Affiliates meetings – 7/20
School chairs – College by College, vis id review, tagline input
Select student, faculty, staff groups
Parking and Transportation – 7/22
Undergraduate Admissions – 8/4
Cross-functional group: Business Rules – 8/5
Invention Studio – 8/6
Staff Council – 8/9
Alumni Association Executive Board – 8/10
Senior Leadership Meeting – 8/11
Office of Development (department meeting) – 8/16
Emory University branding – Coulter BME – 8/18
Alumni Association Board of Trustees – 8/27

June 2021: Visual Identity System Proposed to Leadership, Advisory Group

The Brand Visual Identity Refresh project has progressed to the next phase, from initial ideation to creation of a complete system and brand story. The multidisciplinary team of Georgia Tech graphic designers and creative professionals are presenting a formal proposal including new logos, colors, fonts, and graphics for the project advisory group and campus leaders this month. 

Before a refreshed system is introduced to the broader community, the Brand Visual Identity Refresh working group will host a presentation and roundtable discussion July 8 for campus personnel who work with logos and identity elements and promote consistent usage within their departments. These graphic designers and visual brand stewards are important stakeholders in the effective adoption of a refreshed visual identity. 

The visual identity will be revealed to campus in early September. 

May 2021: Campus Survey Gathers Input for Visual Identity

Based on feedback from 1,080 students, faculty, staff, and alumni who responded to our survey, a multidisciplinary team of Georgia Tech graphic designers and creative professionals are in the process of exploring a new system of logos, colors, fonts, and graphics. The goal of the project is to further strengthen the brand for all audiences and develop a robust identity that reflects Tech’s strategic direction. 

More than 150,000 community members were invited to participate in the survey in mid-April, offering the opportunity to rate their affinity for Georgia Tech’s current symbols, colors, and tagline. 

Initial design concepts have been shared with campus leadership and the project Advisory Group, and the community will be continually engaged as the project progresses.

April 2021: Project Announcement

Georgia Tech is exploring a refresh to its brand visual identity, following the 2020 launch of its new 10-year strategic plan.

The Georgia Tech brand is strong and recognizable. The Institute is committed to further strengthening the brand to bring about a more robust identity that reflects Tech’s new strategic direction. The brand refresh effort, led by Institute Communications, supports Tech’s new strategic focus areas: Amplify Impact, Champion Innovation, Connect Globally, Expand Access, Cultivate Well-Being, and Lead by Example.

A refresh of Tech’s visual brand involves reviewing the color palettes, fonts, logos, graphics, and other uniquely Tech visual symbols to ensure they’re aligned with the Institute’s commitment to continuous improvement. However, this does not mean a replacement of Tech’s beloved icons such as Buzz, the Ramblin’ Wreck, and the gold and white colors that have been part of the Institute since 1893.