News10NBC Saturday Today provides live breaking News, First Alert Weather forecasts, weekend entertainment options and investigative reports. ROCHESTER, N.Y. — The University of Rochester unveiled its brand new look Friday, but don’t call it the “U of R” anymore. Now called URochester, this is the university’s first brand refresh in 20 years. The university says this brand refresh follows two years of research and feedback from students, faculty, staff, alumni, parents, and prospective students. It also coincides with the school’s 175th anniversary.