One Brand. One Baylor.

April 15, 2019

Dear Baylor Family,

Today is significant for Baylor University as we unveil a new graphic identity and unite our entire campus – all the colleges, schools, divisions and athletics teams – behind the historic and iconic “interlocking BU” logo.

.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }

Early in my presidency, I had a staff member ask why I always wore green and gold when representing the University along with a BU pin on my lapel. As I traveled outside of Waco, I quickly learned that our existing institutional logo – with Pat Neff Hall, Judge Baylor and our 1845 founding date – did not have significant brand recognition outside of the Baylor Family. In fact, our mark was indistinguishable among many other colleges and universities that also used historic buildings or landmarks with establishment dates as their logos.

Only one university, however, owns the distinct interlocking BU – That’s Baylor University. The interlocking BU has its roots at Baylor dating back more than 100 years. In fact, the BU logo was used in various ways across campus long before its widespread use by Athletics began in the 1950s. Today, the interlocking BU is seen by millions of people across the country each Saturday in the fall for football and more recently during our women’s basketball national championship. It’s also the logo that our current students and alumni unite and rally behind, displaying it proudly on their clothing, vehicles and anywhere else Bears show their spirit.

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. Just as we have aligned our academic and operational strategies under Illuminate, 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.

Transitions of this nature always elicit many questions. Our Division of Marketing and Communications has developed an extensive Brand Guide titled “Baylor United” that provides more background behind this brand progression, as well as instructions for unifying, building, promoting and protecting our brand. Through this online resource, you will also be able to download the new versions of the University Brand Mark and colors, as well as identify contacts for additional assistance.

While critical for expanding Baylor’s brand identity, we are extremely mindful of the costs associated with such a significant transition. We are directing the entire campus to have this brand change implemented in new materials by August, 26, 2019, for the start of the fall semester. Please do not discard existing supplies of stationery, brochures and other marketing-related items. These can be used through December 31, 2019 – more than eight months from now. Additionally, the current institutional logo used for permanent signage and wayfinding inside buildings across the campus will be allowed to remain, as that mark now becomes designated as Baylor’s “commemorative mark.”

Without a doubt, Baylor’s biggest and best brand ambassadors are all of you – our students, faculty and staff. Our goal is to provide you the most effective tools and best information to share the Baylor story and fling your green and gold afar. Thank you for your love, passion and support of our great University.


Linda A. Livingstone, Ph.D.