Baylor University Unites Behind Singular, Consistent Graphics Identity

Baylor Brand Identity
April 15, 2019

Media Contact: Lori Fogleman, Baylor University Media and Public Relations, 254-710-6275
Follow us on Twitter: @BaylorUMedia

WACO, Texas (April 15, 2019) – Baylor University today unveiled a new brand identity strategy that unites all of the institution’s colleges, schools, divisions and athletics under a single logo.

Baylor will now be recognized university-wide by its traditional, iconic “interlocking BU” logo, a mark with roots dating back more than 100 years, long before its use by the athletics program in the 1950s. Additionally, the entire campus and all athletics teams will now use a consistent green and gold – Baylor Green and University Gold – to enhance Baylor’s brand recognition.

“Moving to a one-brand approach across the University is an important step for our future. As the marketplace becomes more and more competitive for outstanding students, faculty, staff and external resources, we recognize the need to stand out quickly and distinctly,” said Baylor President Linda A. Livingstone, Ph.D. “Just as we’ve aligned our academic and operational strategies under one strategic plan, we need all of our brand and marketing assets working together to assist in our goal of being recognized as the preeminent Christian research university.”

Added Jason D. Cook, Baylor’s vice president for marketing and communications and chief marketing officer: “There is a tremendous amount of brand equity in the interlocking BU, given its longstanding history and national recognition through our athletics programs. This also is the mark that current and prospective students and our alumni unite and rally behind. Having multiple logos to represent Baylor was diluting our brand. By presenting Baylor boldly and consistently, we not only convey our brand more clearly, we can amplify its impact.”

On Saturday, Baylor Athletics unveiled an updated interlocking BU, a new bear logo, the revised colors, an athletics font system and new uniforms prior to the spring football game to kick off the University’s brand transition. The “Baylor United” event was the culmination of a two-year process of Baylor Athletics working with Nike’s Graphic Identity Group.

“This is a historic time for Baylor,” said Vice President and Director of Intercollegiate Athletics Mack Rhoades. “The transition to a one-brand approach visually represents the confidence of this institution in the future of our brand. Whether cheering on the Bears at McLane Stadium or attending a research seminar on campus, when it comes to the Baylor Family, we truly are one brand.”

The interlocking BU will replace Baylor’s current institutional mark, which features a silhouetted statue of founder R.E.B. Baylor in front of Pat Neff Hall and the date (1845) when the University was chartered. This logo, which has been used by Baylor since 2008, will now be recognized as a “commemorative mark” and will remain an integral part of the culture in select permanent installations on campus, as well as through special University events and commemorations.

Beginning today, the billboard on Baylor’s campus adjacent to I-35 will transition to the new Baylor Brand Mark, while visitors to the University’s website and social media accounts will immediately notice the graphic identity change.

The University’s colleges, schools and divisions will begin transitioning to the new Baylor Brand Mark featuring the interlocking BU immediately, with the use of supplies displaying the previous commemorative mark, particularly those used in recruitment or external-facing materials, expected to phase out by Dec. 31, 2019.

Baylor’s Division of Marketing and Communications developed an extensive print and online Brand Guide titled “Baylor United” ( that provides more background behind the brand progression, as well as instructions for unifying, building, promoting and protecting the brand. Along with the Brand Guidelines, a Brand Toolbox provides anyone communicating on behalf of Baylor with an easily accessible, user-friendly resource for all official University Brand elements.

A limited number of retail products with the Baylor’s new graphic identity are available at the Baylor Bookstore. Additional products will become available in the weeks and months ahead, with the largest shipments arriving in August for the start of the fall semester and football season.


Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions.

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