Founded in 1818, Saint Louis University is the oldest university west of the Mississippi river. To better reflect their values and that they’re a nationally competitive institution, there was a need to modernize and simplify their identity to create a consistent brand. We needed to progress and unify the Saint Louis brand across all touchpoints, to allow them to stay relevant and current to contend against their competitors.
Their new identity elevates their brand to national prominence. It exudes excellence while being true to their heritage, history and past symbols. The new system is modular and flexible for the brand’s diverse needs and is legible in every medium. This update will help increase the institution’s perception and engagement. In both the logo and identity, the Missouri and Mississippi rivers come together, as they do in the city of St. Louis itself. The confluence of the rivers symbolizes the connection between the university and their community.