The University of Denver revealed its new logo and brand-positioning statement Friday after months of research.

The university said in a statement that it had to revise its old look to stand up to the new challenges of the ever-competitive education market. It said the new 'visual identity' will help define and differentiate the institution for local, national and international audiences.

The research involved extensive research involving the current students, faculty, staff and alumni, and also the education community of the entire nation.

"We want more people to know more about us - about the quality of the academic enterprise at DU and its outcomes for students and about the role the institution plays in addressing the major issues of our time," said University of Denver chancellor Robert Coombe to Sacramento Bee.

The new brand-positioning platform states, 'the University of Denver is a catalyst for purposeful lives, ignited by a personalized educational journey and inspired by Denver's Rocky Mountain spirit of exploration and openness.'

The new brand platform reportedly 'brings to life DU's vision': to be a great private university dedicated to the public good.

"The brand expresses how we put our vision and values into action," said Kevin Carroll, vice chancellor of the Division of Marketing and Communications and the university's chief marketing officer. She also added that through the platform new, fresh and contemporary communication will be created.

The university said it has incorporated the new look into their website and various publication immediately after the unveiling.

The logo that replaces the one used from the 1990s includes the date of the university's founding, 1864, and features signature campus buildings and a mountain backdrop. It will be on prominent display when the University hosts the first Presidential Debate Oct. 3.

The University of Denver is one of the first and oldest universities in the United States. It is currently ranked 82nd among all public and private 'National Universities' by the U.S. News & World Report in the 2012 rankings.