Dakota State Trojans unite under new brand and visual identity

University pays tribute to past, looks to the future

EMBARGOED UNTIL 10 a.m., May 3, 2019

Contact: DSU Media Relations Dakota State University, Madison, SD
Phone: 605-270-3816 Email: mediarelations@dsu.edu

Madison, S.D., 10 a.m., May 3, 2019 – After more than a year of research and planning, Dakota State University is uniting under a new brand and visual identity.

The project was initiated by President José-Marie Griffiths, who joined DSU in 2015. The goal behind the effort was to unite the university under a look and feel that accurately and authentically matches the essence of Dakota State.

“Through this new brand and visual identity, we will be very clear about who and what we’re becoming at Dakota State,” said Griffiths.

“We are a comprehensive university on an inspirational and world-changing trajectory to be a forward-thinking, innovative, technology-fueled organization, fostering true innovation, active engagement, and global impact in teaching, learning, scholarship, and research,” she said. “The new visual identity will connect with those initiatives today and in the future.”

The university’s new logo is a single “D” surrounded by a hexagon. It combines modern elements with a hint of tradition. The hexagon itself is a building block representing community and unity. Other graphic elements within the hexagon design illustrate Dakota State’s commitment to forward thinking and its unique approach to education.

Along with the logo, the signature DSU colors – blue and yellow – have been changed. The school’s new signature colors, Trojan Blue, DSU Blue, and gray, will distinguish the university throughout the region.

The new Trojan logo also has a contemporary look, reflective of the history of the ancient Trojans, who were responsible for many advanced technologies. The mascot’s new look fits DSU’s mission as a forward-thinking institution committed to innovation and intellectual strength. This visual identity will unite Trojans all across campus -- in academics, athletics, clubs, and any number of other ventures.

United as Dakota State University Trojans, the institution will be recognized as an organization committed to our students’ success and our own distinctive mission.

“This new visual identity reflects the fact that Dakota State’s path is built on the foundation of a legacy-rich past, an energized and creative present, and the opportunities of a transformational future,” Griffiths stated.

Please contact the Marketing & Communications Department at 605-270-3816 if you have any questions.


Dakota State University (DSU) is located in Madison, S.D. Founded in 1881, DSU offers undergraduate, master’s, and doctoral programs through its colleges of arts and sciences, business and information systems, computer and cyber sciences, and education. DSU has a special focus on the development, application, implications, and impacts of computing, information technologies and cyber security in all areas of human endeavor. DSU has received multiple Center of Excellence designations in education, research and regional resource development from the U.S. National Security Agency and U.S. Department of Homeland Security. DSU is home to the Madison Cyber Labs (MadLabs), a cyber R&D hub with labs and institutes that explore and advance technology application, workforce development, business expansion, economic growth, and policy improvement across multiple disciplines and fields. For more information, contact mediarelations@dsu.edu, 605-270-3816, or visit the DSU website at dsu.edu.

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