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Iuxta Morem Universae Terrae

Dartblog has learned that the Hanlon administration, in addition to changing the College’s logo and “branding,” has decided also to drop the long-used phrase Vox Clamantis In Deserto from all Dartmouth materials.

From now on, in its place, the following words will appear:

Iuxta Morem Universae Terrae

Dartmouth New Logo and Motto1.jpg

The phrase translates as: “Like Everyone Else.”

Addendum: Just kidding. But not really.

Addendum: An alumnus writes in:

Joe: Please add something about Vox Clamantis in Deserto, and how inspired that phrase is for the future of Dartmouth as well as a reminder of its classical Latin past, beyond geography. A travesty to lose that!!! The world is still filled with virtual wildernesses that need pathways, and pathfinders, to enlightenment. The mission of the College must continue to be the education of those pathfinders. People who do not understand this do not understand Dartmouth.

Addendum: A close observer of the College writes in:

If the new logo was something interesting and inspired, I might be open to a fresh branding effort. But it is really not that creative or evocative. Its main asset is that it scales easily and is simple — but not in an effective way (like, say, Apple’s logo or Nike’s swoosh symbol). And I cannot imagine using it as the College’s crest. Who would want a “D” with a tree in it embroidered on a blazer?

I sound like a curmudgeon saying this. I am open to improving and refreshing things. But I don’t sense this logo accomplishes either of those objectives. It feels more like change for the sake of change, trading one of the College’s birthrights for a bowl of pottage.


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