The “roadkill frog” is out.
TCU introduced updated Horned Frog logos and redesigned university branding Thursday morning during the LEAD ON: Values in Action Strategic Plan Town Hall.
Merianne Roth, vice chancellor for marketing and communication, presented the updated designs to TCU faculty and staff, outlining changes intended to create a more consistent visual identity on campus and globally.
As part of the rebrand, logos for TCU’s individual colleges will be updated to establish a unified look while allowing each school to maintain a distinct identity, Roth said.
Roth credited John Maddox, senior art director, with helping create the updated Horned Frog logo. Maddox also created the overhead frog logo variant in 1996, contributing to a visual identity that has represented the university for 30 years.
The Mary Couts Burnett Library displaying the new university Horned Frog logo. (Paris Goodman/executive editor TCU 360)
The redesigned logos aim to simplify the university’s branding and improve its versatility across retail merchandise and departmental materials.
Despite the updates, Roth emphasized during the presentation that while the university’s visual identity is evolving, its core brand and mission remain unchanged.
Roth said she plans to seek student feedback to evaluate the effectiveness of the updated branding and see how the changes resonate with the campus community.
The updated designs are already appearing across campus, particularly at the Mary Couts Burnett Library, where elements of the new branding are already in place.
The refreshed identity represents an effort to establish greater consistency in how TCU and its colleges present themselves to students, faculty, staff, alumni and the broader community.