University Communications

What’s the rebrand all about?

Core Distinctives

At its core, the rebrand builds upon three interdependent SPU distinctives:

faith, seattle, and academics

The position of SPU embodies these characteristics:

  • Anticipate and shape the future
  • See the world with compassion
  • Experience academic rigor
  • Explore – go deeper – Christian faith
  • Study in a global epicenter

Why did we do this?

Primary Goals

All good brands go through change. This re-imagined brand seeks to:

icon of the Space Needle

SPU's global position in a forward-focused city.

icon of a university seal

how we are different.

icon of two people walking upwards

a new generation to consider the unique SPU experience.

icon with an arrow pointing to earth

our visibility — locally, regionally, and globally.

Why does it matter? (Video)

In a global city, where great need meets great hope, Seattle Pacific University unveils a new look rooted in heritage and facing the future. In this video, Doris Brown Heritage ’64 and fellow Falcon track and field athlete Lani Taylor beautifully capture the big ideas that undergird this new brand expression for Seattle Pacific. Doris is a two-time Olympian, five-time world champion, and former SPU faculty member and cross-country coach.

What’s behind the new look?

Step One

Careful listening

Extensive research with current and prospective students, prospective parents, faculty, and staff helped us better understand who we are as a university, where we're going, and what our audience is looking for. We found we have room to grow in both visibility and recognition.

head shots of students and faculty

Step Two

Thoughtful design

Inspired by global traditions and visual influences, the new design features:

  • Stylized monogram with a nod to SPU's legacy torch
  • Refreshed color palette with a darker maroon and vibrant red
  • Bold typeface for institutional strength with a modern feel
influences and inspiration on Seattle Pacific's new logo

Step Three

Deeper application

You'll see the new brand expressed in print pieces, banners, the website, emails, videos, social media, signage, and more.

conceptual designs on using the new spu brand

Seattle Pacific University, Engaging the Culture, Changing the World

Office of University Communications
3307 3rd Ave West, Seattle WA 98119
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