Baylor Brand Continues to Unite

The spring announcement of the Baylor United initiative showed the University’s commitment to standing out in a “sea of sameness.” With major priorities of pursuing R1 status and becoming the preeminent Christian research university, Baylor will continue to emphasize mobilizing and uniting all of the marketing assets and efforts into a powerfully cohesive and universally consistent brand identity.

The response from departments and colleges across the University has been outstanding. The brand website holds a wealth of information about brand guidelines, colors and uses, and offers a toolbox of resource files for use. Stationery products are available for order through the Procurement online portal at baylor.edu/procurement/printing.

In conjunction with the rebranding, the University launched a new family of logos identifying key Baylor traditions. With a unified look for historic events like Homecoming, Diadeloso and Family Weekend, the Baylor brand is more recognizable across all platforms.

Baylor Alumni, the University’s official alumni engagement program, has also united under the new brand. As the organization celebrates the shared memories, experiences and connections of Baylor alumni that transcend geography and span generations, its visual identity is now more strongly connected to the University.

“For nearly 175 years, one theme has remained unchanged across generations of Baylor alumni — a deep love for the University that has played a transformational role in their lives,” said Amy C. Armstrong, associate vice president for alumni engagement. “Under the new Baylor Alumni brand, we are engaging the Baylor alumni community in ways that are most meaningful to them. It’s such an exciting time at Baylor as we unite alumni behind Baylor’s future and our aspirations to become the preeminent Christian research university.”

As Baylor enters the new academic year, departments are asked to continue to prioritize updating various print, digital and external assets with the updated brand guidelines. If departments are in need of a social media mark or brand signature, requests can be made by contacting marketingdesign@baylor.edu.

As a reminder, the campus community is asked to have the new brand architecture fully implemented by December 31, 2019. All uses of the commemorative institutional mark and individual program logos should be phased out by this time. No newly produced print, publication or promotional items will use the commemorative mark as the campus unites around the interlocking BU.

At Baylor athletics events this year, the updated colors, marks and logos for each of the department’s 19 teams will be on display. Some of the most well-received additions are the Baylor Green and University Gold uniforms for the football team and the redesign of the bear head logo. As the trademark and collegiate licensing team in the athletics department works through requests from vendors and outside retailers, the options for fans to purchase new Baylor United apparel and gifts will expand. The Baylor Bookstore is stocked with updated styles and will continue to add stock at the campus location and Bruiser’s Locker Room at McLane Stadium.