UTSA’s Rebrand Aims for the Future, But Some Say It Erases the Past
UTSA is thinking about a major change—one that’s got alumni and students talking. The university wants to rebrand as UT San Antonio, and along with the name shift comes a new logo. But here’s the thing: a lot of folks aren’t loving it.
New Look, New Name, But Is It Still UTSA?
The proposed new look scraps the well-known bold “UTSA” logo for something more subtle, adding a shield with layered peaks and switching up the orange. The shade of blue will stay the same, but the font? Gone. The goal, according to UTSA officials, is to create a brand that represents the merger with UT Health San Antonio and the future of the university. They say the design came after 45 meetings with about 1,000 voices—faculty, staff, and students.
Still, many alumni feel left out and let down. On social media, they’ve compared the design to the Whataburger logo. JJ Perez from Inside Runner Sports broke the story on X, and the reactions haven’t been pretty. The main vibe? No, thanks.
More Than a Logo: It’s the Soul of School Spirit
Here’s the bigger issue: logos aren’t just design. They’re identity. They’re memory. They’re pride. Whether you’ve been around for 30 years or 3 months, your logo is the face people recognize. Coca-Cola tried to change theirs in the ’80s and nearly lost their whole brand in the process—sales tanked. That’s how powerful a logo is. And in college culture, that power multiplies. It shows up on shirts, hats, bumper stickers, and especially in alumni spirit—which, let’s be honest, is the heartbeat of schools like UTSA.
Spirit is Hard to Come By
Rebuilding that kind of emotional connection? It’s hard. And sometimes, once it’s gone, it doesn’t come back. So the question is: will this new logo build something stronger? We are here to see.
The UT System Board of Regents will vote on the proposal Thursday.
