Jefferson Reveals New Brand Identity

Members of Jefferson Community College (Jefferson) proudly revealed its new brand identity on Thursday, August 14, 2025. Faculty, staff, students, alumni, retirees, and trustees, as well as local leaders and friends of the College gathered for a special event celebrating the College’s new brand. The event featured remarks from college officials and students, as well as the debut of the new logo presented on a mobile 4-foot by 5-foot 3D statue.

The new logo thoughtfully incorporates key design elements that reflect Jefferson’s identity and values. A refreshed color palette introduces raspberry and grey colors alongside the existing cranberry and copper, the College’s primary colors. The chevron shape is a nod to the iconic clock tower in the center of campus. Similar to the U.S. army uniform patch, the chevron shape also honors the College’s strong connection to the 10th Mountain Division at Fort Drum and to the military heritage of our namesake - the “Cannoneers”. It reflects the energy, resilience, and ambition of our students. A star in the bottom quarter aligns with our athletic brand and symbolizes Jefferson’s role as the guiding light of the North Country, for those seeking higher education close to home. Completing the rebrand is a new font offering a fresh, stylized look that resonates with today’s students. Together, these elements create a visual identity that is both distinctive and timeless, representing Jefferson’s mission and vision for the future.

President Daniel J. Dupee, II, said, “Our new brand reflects the energy, resilience, and ambition of our students, and it will help them see themselves as part of something bold and inspiring. With this fresh identity, we’re not just changing how the world sees us, we’re empowering our students to envision and pursue their brightest futures.”

The rebranding project launched in January 2025, when Jefferson officials assembled an eight-member workgroup that included students whose feedback and insight proved invaluable. Led by Marketing & Communications Director Gillian S. Maitland, the team partnered with Creative Communications Associates, a professional design firm based in Troy, New York. Together, the firm and workgroup conducted focus group sessions with students, employees, alumni, and community members to determine how the College should be represented moving forward. After several rounds of concept reviews and testing, the final brand kit was delivered in May 2025. Maitland noted, “It was important to us that this process be collaborative and inclusive. By bringing together the expertise of the agency, the insights of our workgroup, and the perspectives of our students, we were able to create an authentic logo that reflects Jefferson’s unique identity and will resonate with our entire campus community.”

Jefferson Board of Trustees Chair David J. Males stated, “Our new logo is more than just a visual change. It’s a symbol of Jefferson’s deep roots and enduring commitment to the North Country. For decades, this college has been a place where local dreams take shape, and where education fuels the strength and vitality of our region. This new look carries forward that proud legacy while signaling a bright, forward-looking future for our community.”

Dupee added, “Our new look is a bold reflection of our brand promise to educate, inspire, and empower students, equipping them not only to achieve their educational and career goals but to thrive as leaders and innovators in their communities.”

During the event officials from BCA Architects & Engineers, Watertown, NY were recognized for a substantial gift to the college of the large three-dimensional statue of the new logo, along with custom printed t-shirts for students. Chief Executive Officer Travis C. Overton stated, “BCA is proud to support JCC, one of our most valued clients. Our long-standing relationship is strengthened by the many JCC alumni who have contributed to our firm over the years. JCC is a vital educational resource and an asset to our community, and we are honored to help bring its new vision to life.”

The new brand identity will be implemented across all platforms in the coming weeks, including updated signage, digital presence, and outreach materials, aligning with the College’s strategic goals of creating educational and career pathways, strengthening partnerships, enhancing the student experience, and ensuring financial sustainability.  

The 3D logo statue and branded T-shirts were made possible through the generous support of BCA Architects & Engineers. 

(l-r) David J. Males, Chair, JCC Board of Trustees, Travis Overton, Chief Executive Officer, BCA Architects & Engineers, and Daniel J. Dupee, II, President. 

(l-r) Karim Saleh, President, JCC Student Government Association, Daniel J. Dupee, II, President, David J. Males, Chair, JCC Board of Trustees, Maximiliano Gili, JCC Resident Assistant. 

Members of the college's rebranding workgroup. Front row: (l-r) Joseph A. Wargo, Coordinator of Athletics, Gillian S. Maitland, Director of Marketing and Communications, Paul D. Keller, Associate Vice President of Enrollment Services, Benjamin G. Foster, Executive Director of the College Foundation, Pamela J. Dixon, Public Relations Technical Specialist, Michaela M. Frederick, Assistant to the President, Daniel J. Dupee, II, President. Back row: (l-r) Andrew T. Lackey, Webmaster, and Evan M. Lashbrooks, JCC Student. Unavailable for photo: Kary Melendez-Aristud.