Fordham University hosted its new student orientation here at Lincoln Center, welcoming the Class of 2029. The rush of incoming freshmen was accompanied by further changes, from a new logo to a shift to digital, rather than physical, IDs. 

Fordham announced a complete rebranding of the Fordham logo and brand identity via an Instagram post on July 31.

“Fordham University is embarking on an exciting journey, moving our brand into the future,” the post read. 

Fordham’s Vice President of Marketing and Communications Justin Bell was featured on Fordham University’s Voice radio station’s (WFUV) podcast “What’s What” to discuss the new changes that tie in the past to the present. 

“It carries a lot of meaning and it actually ties back really well to our history and our past,” Bell said.

The decision took over 16 months and brought together 8,600 members of the community, including students, alumni, faculty and staff, to be a part of the decision. 

The brand’s design is a modern twist on Fordham’s gothic revival architecture, bridging tradition with contemporary New York City — where both campuses are based. 

“Yes, Fordham will always be ‘The Jesuit University of New York.’ However, the tagline will no longer be locked up as part of Fordham’s visual identity moving forward,” Fordham University Website

According to Fordham’s University Marketing and Communications site, Fordham will be moving away from using the tagline, “The Jesuit University of New York.”

“Yes, Fordham will always be ‘The Jesuit University of New York.’ However, the tagline will no longer be locked up as part of Fordham’s visual identity moving forward,” according to the website.

Another new change to Fordham this year is the switch from physical to digital ID cards. 

As stated on the Information and Technology page on their website, Fordham announced that it would be making the transition towards a more sustainable future by switching from physical ID cards to electronic ones.

“Fordham University is excited to announce a move towards a more convenient and sustainable campus experience! Beginning in the Fall of 2025, Fordham will become an electronic ID (eID) first campus for incoming students,” read the post. 

All upperclassmen students are welcome to continue using their existing physical or electronic IDs, but first-year and transfer students will have to use an electronic ID. 

Many events took place during orientation week, including the Traditional Welcome Mass, Multicultural and First Generation Receptions, as well as the One Fordham party. 

This year’s orientation debuted a new tradition that not only brought together first-year students from the Lincoln Center and Rose Hill campuses, but also the Orientation Leaders. In order to foster unity, during Orientation Leader training, Rose Hill Orientation Leaders came down to work with Lincoln Center Orientation Leaders to collaborate on ways to welcome the first-year students. 

Another novel aspect of this year’s orientation program was the addition of a service project. This was introduced to the first-year students as a way to integrate them into Fordham’s Jesuit mission of service, according to the “Living the Mission” section of the Fordham website.

“Fordham is an institution, and all of its various parts seek to insert themselves in the world on the side of the poor, the marginalized, and those seeking justice. It does this in particular by using its academic and professional resources,” the website states.

“Basically, the incentive was to make the new students feel not only connected to each other, but connected to a greater good and to have them do something as a collective.” Maddie Etkin, FCLC ’27

Students were instructed to write cards and letters to three organizations: Letters of Love, Jesuit Infirmary and New York Housing Authority (NYCHA) Amsterdam Houses. These letters were then delivered to individuals who form part of the organizations.

Maddie Etkin, FCLC ’27, was one of four orientation coordinators involved with planning and organization. She had a large role in the establishment of the service project. 

“Basically, the incentive was to make the new students feel not only connected to each other, but connected to a greater good and to have them do something as a collective,” Etkin said.

She described the process behind choosing where to send the cards as  “more of a higher up decision.” Etkin said.

“We did a lot of research on different places to send cards. We were talking about retirement communities and we ended up with our biggest one being the Letters of Love Foundation … and after researching them we really, really loved it.” Etkin said.

Letters of Love is a nonprofit organization whose mission is “to provide emotional support to children battling serious illnesses through the creation of hand-crafted, heartfelt letters,” according to its website.

After being founded in 2018, Letters of Love has established over 284 active clubs across the country as of 2024. They are an internationally recognized organization and receive cards from individuals across 18 countries. 

Etkin also explained how Robert Parmach, Inaugural Director of Ignatian mission initiatives, forged a connection with the Jesuit Infirmary. Parmach has been working at Fordham for the last 20 years, incorporating Jesuit values, teachings and practices in all roles he has taken on — including professor, first-year class dean and leader of the Manresa program. 

“We learned about the Jesuit housing up at Rose Hill from Dr. Parmach who works in campus ministry here,” Etkin said.

The Jesuit Infirmary is a community and nursing home for elderly and infirmed Jesuit priests and brothers located in the Murray-Weigel Hall at Rose Hill. Working with the organization was an opportunity for first-year and transfer students to learn more about the Jesuit mission, an important part of Fordham’s identity. 

Etkin recalled that the letter-writing process was easy; all they needed to do was supply the materials needed to make the cards, and then leave it up to the students to create the magic of bringing joy to someone in need.

“It was such an easy process, which I’m so grateful for because it totally couldn’t have been, but the ease of motion was really, really great,” Etkin said. 

The Class of 2029’s orientation program wrapped up with the OneFordham Party, held at the Lincoln Center campus, celebrating the union between the Rose Hill and Lincoln Center campuses. The event, organized by the orientation coordinators, invited all first-year students to have fun and participate in activities like laser tag, arcade games and silent disco. 

A new orientation program, a brand new logo and a switch to the virtual world were some of the changes the class of 2029 has experienced in their short time on campus thus far. With more to come as the school year progresses, it remains to be seen how the first-year students make their mark on the Fordham community.