Branding

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Introducing TVCC’s New Brand Identity 


Treasure Valley Community College’s new brand identity reflects who we are today and where we are headed next. The bold, modern identity is rooted in the people and place that make TVCC distinctive, shaped by listening to our community, and designed to support the college’s future growth.

This update brings clarity and consistency to how TVCC shows up across campus, online, and in the community, reflecting the academic and athletics traditions that have served our community for over 60 years. 

image of the tvcc logo with arrows explaining the individual parts

The Story of Our Logo

The updated TVCC logo system is built from familiar elements, refined with purpose. At the center of TVCC’s updated logo is the chukar, illustrated as the primary icon of the brand. The chukar has been one of the most recognizable symbols of Treasure Valley Community College for more than 60 years, representing resilience, determination, and a strong sense of place.

By choosing the chukar as the foundation of the primary logo, the college honors its history while giving this familiar symbol a refined, contemporary form. This approach connects generations of Chukars through a shared visual identity that reflects both tradition and forward momentum.

Chuk

About Chuk the Chukar's New Look

Chuk the Chukar has been a constant presence in TVCC’s story, representing school spirit, pride, and connection across generations. Chuk’s reimagined look builds on the competitive tradition of decades of Chukar Athletics, injecting strength, confidence, and movement. Chuk’s new look reflects the energy of TVCC students and the momentum of the college as a whole.

FAQs

TVCC has grown and evolved, and our brand needed to reflect that progress. This rebrand creates consistency across programs, campuses, and communications while positioning the college clearly for future students, partners, and the broader community.

The process included research, listening, and collaboration across the TVCC community. Feedback from over 400 students, employees, alumni, and community members helped inform both the strategy and the creative direction. Through listening sessions, focus groups, surveys, and the input of a rebrand Advisory Committee, we ensured that TVCC’s new brand identity reflects the community we serve.

Brand implementation will happen in phases over time. This approach allows departments and programs to transition thoughtfully, prioritize key touchpoints, and manage updates in a practical and sustainable way. TVCC administration expects full rebrand implementation to take place over the next few years, while students and community members can expect to start seeing the new brand identity across publications, athletics, and the Ontario campus starting this spring. 

New Brand Assets

To support the rollout of the new brand, new assets are available for immediate use.

Primary logo files are available for download, along with an updated one-page brand guidelines document that outlines core elements and basic usage. These resources are intended to help departments and partners begin using the new brand consistently.

Full brand guidelines and all high-resolution logo variations are available to TVCC employees through myTVCC OneDrive. Requests for additional brand materials or questions about usage can be directed to the Vice President of Student Services, Travis McFetridge, or Marketing Manager, Kenzie Parrish, at marketing@tvcc.cc.