Shared Branding Vision Across Catholic Education

I started my career in higher education at a small catholic college. For a newbie professor, it was a safe and collaborative environment that helped me hone my craft. It was also a great introduction to Catholic culture in Pittsburgh – and globally. This college had a very significant international contingent amongst its student population. At that time, I learned a lot about how students expressed their religion locally and abroad. Perhaps most importantly, I learned how the similarities and differences in practicing their Catholicism inspired their learning outcomes and work ethic. I still stay in touch with many of my students from this early part of my career – over 12 years ago!

When I started researching branding in Catholic colleges and universities throughout the United States, I had hoped to find some of this familiar culture, tone, feeling, and overall spirit of the many brands consistent with my experience. For the most part, I believe the consistency is there as many of these brands resonated with me.

There is one over-arching theme I’d recommend you consider when reviewing these logos. Many of these institutions share a common mission grounded in history, principles, and people. Yet they each communicate something different, even if ever so slightly. This has the beginnings of an interesting case study that can explore many aspects of religion-centered branding and symbology:

• The use of religious symbols as visual metaphors
• The repetitive use of certain symbols that intend to evoke a specific set of emotions
• The repetitive use of single symbols that historically communicate a specific concept, but because of differentiation in brand design, communicate new concepts or variations. 

Some notable takeaways:

• 21 campus buildings
• 42 shields
• 30 abstracts
• 3 torches
• 45 logos use red

The highlighted brands below were designs that stood out to me.

The gallery of 143 collected logos is displayed at the bottom of the page.

Let me know what you think on Twitter or LinkedIn!

Abstracts

Catholic institutions benefit from the immersive and rich history of Catholic symbols that carry deep visual metaphors. For an institution to willingly not use them in favor of an abstract design is a risk I respect considerably. I would not necessarily argue that this strategy rejects those symbols but instead differentiation in the marketplace related to a particular institution’s geographic competitors. Amongst the sample size, there is a decent collection of abstract logos that are relatively reserved while risky as a choice in execution.

Shields

“Modern heraldry finds its origins with the Battle of Hastings in 1066 — when knights concealed by battle armor were first identified with decorated shields. Later developments incorporated the shield design into body coats, banners and even coverings for horses. These coats of arms subsequently became synonymous with the knight’s family, especially following the Third Crusade (1189-92). The shape and character of ecclesiastical heraldry are closely tied to these developments since the Church adopted many of the customs and traditions of the culture.”

Serifs

Serif usage is overwhelming in this segment. Only 13 logos within the sample utilize sans-serifs. Similar to the use of heraldic shield motifs, serifs also denote history, legacy, tradition, and duration. Many of the serif typeface compositions are set in block-justification or left-aligned, though there are some that are particularly expressive. 

Seals

According to Catholic.com:

The use of a seal by men of wealth and position was common before the Christian era. It was natural then that high functionaries of the Church should adopt the habit as soon as they became socially and politically important.

Seal designs are technically complicated especially considering the concepts overall design communicates visually. The amount of more minor elements inside an enclosed shape diminishes detail and hurts overall visibility. The images sampled here demonstrate a seal design’s intrinsic incompatibility with more minor scales. The Cardinal Stritch University logo is beautiful, repetitive, and pattern-based. Its readability does not diminish as much as the other two brands featured here. A lot of that has to do with the symmetry of the logo – despite being a hectic design, there is less visual information to decode as the balance simplifies the interpretation of the design.

Campus Buildings

One of the outstanding characteristics of Catholic-based institutions is the impressive architecture you can see on campus. So many universities lean heavily into their architecture. I anticipated the Catholic segment of brands to do the same, though only 21 of 143 do. The renderings of these buildings are also quite diverse but skew more traditional than contemporary. For example, Quincy University, Marquette University, Mount Mary University, and  Misericordia University utilize a more modern approach (3/4 angles, stroke-based versus fill-based, fewer details/elements) to building illustration versus a traditional approach (flat, solid color, front-profile perspective) seen in the logos of Mount Aloysius, University of Saint Mary, and the University of the Incarnate Word. The key takeaway here is that you can have a campus building in your brand, but the quality of the illustration can make or break the brand. 

Take a look at the brands below and share your thoughts with us on Twitter! #CommCentered

Alphabetical List of Catholic Colleges and Universities

Alvernia University – Reading, PA – http://www.alvernia.edu
Alverno College – Milwaukee, WI – http://www.alverno.edu
Ancilla Domini College – Donaldson, IN – http://www.ancilla.edu
Anna Maria College – Paxton, MA – http://www.annamaria.edu
Aquinas College – Grand Rapids, MI – http://www.aquinas.edu
Aquinas College – Nashville, TN – http://www.aquinascollege.edu
Aquinas Institute of Theology – St. Louis, MO – http://www.ai.edu/
Assumption College – Worcester, MA – http://www.assumption.edu
Assumption College for Sisters – Mendham, NJ – http://www.acs350.org
Athenaeum of Ohio-Mount Saint Mary’s of the West – Cincinnati, OH – http://www.athenaeum.edu/
Augustine Institute – Greenwood Village, CO – http://www.augustineinstitute.org/
Ave Maria School of Law – Naples, FL – http://www.avemarialaw.edu/
Ave Maria University – Ave Maria, FL – http://www.avemaria.edu
Avila University – Kansas City, MO – http://www.avila.edu
Barry University – Miami Shores, FL – http://www.barry.edu
Bellarmine University – Louisville, KY – http://www.bellarmine.edu/
Belmont Abbey College – Belmont, NC – http://www.belmontabbeycollege.edu
Benedictine College – Atchison, KS – http://www.benedictine.edu
Benedictine University – Lisle, IL – http://www.ben.edu
Boston College – Chestnut Hill, MA – http://www.bc.edu
Brescia University – Owensboro, KY – http://www.brescia.edu
Briar Cliff University – Sioux City, IA – http://www.briarcliff.edu
Byzantine Catholic Seminary of SS. Cyril and Methodius – Pittsburgh, PA – http://www.bcs.edu/
Cabrini College – Radnor, PA – http://www.cabrini.edu
Caldwell College – Caldwell, NJ – http://www.caldwell.edu
Calumet College of Saint Joseph – Whiting, IN – http://www.ccsj.edu
Canisius College – Buffalo, NY – http://www.canisius.edu
Cardinal Stritch University – Milwaukee, WI – http://www.stritch.edu
Carlow University – Pittsburgh, PA – http://www.carlow.edu
Carroll College – Helena, MT – http://www.carroll.edu
Catholic Distance University – Charles Town, WV – http://www.cdu.edu
Catholic Theological Union – Chicago, IL – http://www.ctu.edu/
Chaminade University of Honolulu – Honolulu, HI – http://www.chaminade.edu
Chatfield College – Saint Martin, OH – http://www.chatfield.edu
Chestnut Hill College – Philadelphia, PA – http://www.chc.edu
Christ the King Seminary – East Aurora, NY – http://www2.cbu.edu/cbu/index.htm
Christendom College – Front Royal, VA – http://www.cks.edu
Christian Brothers University – Memphis, TN – http://www.cbu.edu/
Clarke University – Dubuque, IA – http://www.clarke.edu
College of Mount Saint Joseph – Cincinnati, OH – http://www.msj.edu
College of Mount Saint Vincent – Riverdale, NY – http://www.cmsv.edu
College of Saint Benedict – St. Joseph, MN – http://www.csbsju.edu/
College of Saint Elizabeth – Morristown, NJ – http://www.cse.edu/
College of Saint Joseph in Vermont – Rutland, VT – http://www.csj.edu
College of Saint Mary – Omaha, NE – http://www.csm.edu
College of Saint Mary Magdalen – Warner, NH – http://www.magdalen.edu/
College of Saint Scholastica – Duluth, MN – http://www.css.edu
College of the Holy Cross – Worcester, MA – http://www.holycross.edu
Creighton University – Omaha, NE – http://www.creighton.edu
De Paul University – Chicago, IL – http://www.depaul.edu
DeSales University – Center Valley, PA – http://www.desales.edu
Divine Word College – Epworth, IA – http://www.dwci.edu
Dominican College – Orangeburg, NY – http://www.dc.edu
Dominican House of Studies – Washington, DC – http://www.dhs.edu/
Dominican School of Philosophy and Theology – Berkeley, CA – http://www.dspt.edu
Dominican University – River Forest, IL – http://www.dom.edu/
Dominican University of California – San Rafael, CA – http://www.dominican.edu/
Donnelly College – Kansas City, KS – http://www.donnelly.edu
Duquesne University of the Holy Spirit – Pittsburgh, PA – http://www.duq.edu
D’Youville College – Buffalo, NY – http://www.dyc.edu
Edgewood College – Madison, WI – http://www.edgewood.edu
Elms College – Chicopee, MA – http://www.elms.edu
Emmanuel College – Boston, MA – http://www.emmanuel.edu
Fairfield University – Fairfield, CT – http://www.fairfield.edu
Felician College – Lodi, NJ – http://www.felician.edu
Fontbonne University – St. Louis, MO – http://www.fontbonne.edu
Fordham University – Bronx, NY – http://www.fordham.edu
Franciscan School of Theology – Berkeley, CA – http://www.fst.edu/
Franciscan University of Steubenville – Steubenville, OH – http://www.franciscan.edu
Gannon University – Erie, PA – http://www.gannon.edu
Georgetown University – Washington, DC – http://www.georgetown.edu
Georgian Court University – Lakewood, NJ – http://www.georgian.edu
Gonzaga University – Spokane, WA – http://www.gonzaga.edu
Good Samaritan College of Nursing and Health Science – Cincinnati, OH – http://www.gscollege.edu
Gwynedd-Mercy College – Gwynedd Valley, PA – http://www.gmc.edu
Hilbert College – Hamburg, NY – http://www.hilbert.edu
Holy Apostles College & Seminary – Cromwell, CT – http://www.holyapostles.edu/
Holy Cross College – Notre Dame, IN – http://www.hcc-nd.edu
Holy Family University – Philadelphia, PA – http://www.holyfamily.edu/
Holy Name Medical Center School of Nursing – Teaneck, NJ – http://www.holyname.org/SchoolOfNursing/
Holy Names University – Oakland, CA – http://www.hnu.edu
Holy Spirit College – Atlanta, GA – http://www.holyspiritcollege.org/
Immaculata University – Immaculata, PA – http://www.immaculata.edu
Iona College – New Rochelle, NY – http://www.iona.edu
Jesuit School of Theology – Berkeley, CA – http://www.scu.edu/jst/
John Carroll University – University Heights, OH – http://www.jcu.edu
John Paul the Great Catholic University – San Diego, CA – http://www.jpcatholic.com/
King’s College – Wilkes-Barre, PA – http://www.kings.edu
La Roche College – Pittsburgh, PA – http://www.laroche.edu
La Salle University – Philadelphia, PA – http://www.lasalle.edu
Labouré College – Dorchester, MA – http://www.caritaschristi.org
Le Moyne College – Syracuse, NY – http://www.lemoyne.edu
Lewis University – Romeoville, IL – http://www.lewisu.edu
Loras College – Dubuvue, IA – http://www.loras.edu
Lourdes College – Sylvania, OH – http://www.lourdes.edu
Loyola Marymount University – Los Angeles, CA – http://www.lmu.edu
Loyola University Chicago – Chicago, IL – http://www.luc.edu
Loyola University Maryland – Baltimore, MD – http://www.loyola.edu
Loyola University New Orleans – New Orleans, LA – http://www.loyno.edu
Madonna University – Livonia, MI – http://www.madonna.edu
Manhattan College – Riverdale, NY – http://manhattan.edu/
Manor College – Jenkintown, PA – http://www.manor.edu
Maria College – Albany, NY – http://www.mariacollege.edu
Marian Court College – Swampscott, MA – http://www.mariancourt.edu
Marian University – Indianapolis, IN – http://www.marian.edu
Marian University – Fond du Lac, WI – http://www.marianuniversity.edu
Marquette University – Milwaukee, WI – http://www.mu.edu
Marygrove College – Detroit, MI – http://www.marygrove.edu
Marylhurst University – Marylhurst, OR – http://www.marylhurst.edu/
Marymount College – Ranchos Palos Verdes, CA – http://www.marymountpv.edu
Marymount School of Practical Nursing – Cleveland, OH – http://my.clevelandclinic.org/locations_directions/regional-locations/marymount-hospital/about/school-practical-nursing.aspx
Marymount University – Arlington, VA – http://www.marymount.edu
Marywood University – Scranton, PA – http://www.marywood.edu
Mercy College of Health Sciences – Des Moines, IA – http://www.mchs.edu/
Mercy College of Ohio – Toledo, OH – http://www.mercycollege.edu
Mercyhurst College – Erie, PA – http://www.mercyhurst.edu
Merrimack College – North Andover, MA – http://www.merrimack.edu
Misericordia University – Dallas, PA – http://www.misericordia.edu/
Molloy College – Rockville Centre, NY – http://www/molloy.edu
Mount Aloysius College – Cresson, PA – http://www.mtaloy.edu
Mount Angel Seminary – St. Benedict, OR – http://www.mountangelabbey.org/seminary/
Mount Carmel College of Nursing – Columbus, OH – http://www.mccn.edu
Mount Marty College – Yankton, SD – http://www.mtmc.edu
Mount Mary College – Milwaukee, WI – http://www.mtmary.edu
Mount Mercy University – Cedar Rapids, IA – http://www.mtmercy.edu
Mount Saint Mary College – Newburgh, NY – http://www.msmc.edu
Mount Saint Mary’s College – Los Angeles, CA – http://www.msmc.la.edu
Mount Saint Mary’s University – Emmitsburg, MD – http://www.msmary.edu
Neumann University – Aston, PA – http://www.neumann.edu
Newman University – Wichita, KS – http://www.newmanu.edu
Niagara University – Niagara University, NY – http://www.niagara.edu
Notre Dame College – South Euclid, OH – http://www.notredamecollege.edu
Notre Dame de Namur University – Belmont, CA – http://www.ndnu.edu
Notre Dame of Maryland University – Baltimore, MD – http://www.ndm.edu
Notre Dame Seminary – New Orleans, LA – http://www.nds.edu/
Oblate School of Theology – San Antonio, TX – http://www.ost.edu/
Ohio Dominican University – Columbus, OH – http://www.ohiodominican.edu/
Our Lady of Holy Cross College – New Orleans, LA – http://www.olhcc.edu
Our Lady of the Lake College – Baton Rouge, LA – http://www.ololcollege.edu
Our Lady of the Lake University – San Antonio, TX – http://www.ollusa.edu
Presentation College – Aberdeen, SD – http://www.presentation.edu
Providence College – Providence, RI – http://www.providence.edu
Quincy University – Quincy, IL – http://www.quincy.edu
Regis College – Weston, MA – http://www.regiscollege.edu
Regis University – Denver, CO – http://www.regis.edu
Resurrection University – Oak Park, IL – http://resu.edu/
Rivier College – Nashua, NH – http://www.rivier.edu
Rockhurst University – Kansas City, MO – http://www.rockhurst.edu
Rosemont College of the Holy Child Jesus – Rosemont, PA – http://www.rosemont.edu
Sacred Heart School of Theology – Hales Corners, WI – http://www.shst.edu/index.aspx
Sacred Heart University – Fairfield, CT – http://www.sacredheart.edu
Saint Ambrose University – Davenport, IA – http://www.sau.edu
Saint Anselm College – Manchester, NH – http://www.anselm.edu
Saint Anthony College of Nursing – Rockford, IL – http://www.sacn.edu/
Saint Bernard’s School of Theology and Ministry – Rochester, NY – http://www.stbernards.edu/
Saint Bonaventure University – Saint Bonaventure, NY – http://www.sbu.edu
Saint Catharine College – St. Catharine, KY – http://www.sccky.edu
Saint Catherine University – St. Paul, MN – http://stkate.edu/
Saint Charles Borromeo Seminary – Wynnewood, PA – http://www.scs.edu/
Saint Edward’s University – Austin, TX – http://www.stedwards.edu
Saint Elizabeth College of Nursing – Utica, NY – http://www.secon.edu/
Saint Elizabeth School of Nursing – Lafayette, IN – http://www.steson.org/Index.aspx?tabindex=0&tabid=1
Saint Francis College – Brooklyn Heights, NY – http://www.stfranciscollege.edu
Saint Francis Medical Center College of Nursing – Peoria, IL – http://www.sfmccon.edu/
Saint Francis University – Loretto, PA – http://www.sfcpa.edu
Saint Gregory’s University – Shawnee, OK – http://www.stgregorys.edu
Saint John’s Seminary – Camarillo, CA – http://www.stjohnsem.edu/
Saint John’s Seminary – Brighton, MA – http://www.sjs.edu/
Saint John’s University – Jamaica, NY – http://www.stjohns.edu
Saint John’s University – Collegeville, MN – http://www.csbsju.edu
Saint Joseph Seminary College – Saint Benedict, LA – http://saintjosephabbey.com/
Saint Joseph’s College – Rensselaer, IN – http://www.saintjoe.edu
Saint Joseph’s College – Brooklyn, NY – http://www.sjcny.edu/
Saint Joseph’s College of Maine – Standish, ME – http://www.sjcme.edu
Saint Joseph’s University – Philadelphia, PA – http://www.sju.edu
Saint Leo University – St. Leo, FL – http://www.saintleo.edu
Saint Louis University – St. Louis, MO – http://www.slu.edu/
Saint Martin’s University – Lacey, WA – http://www.stmartin.edu
Saint Mary Seminary and Graduate School of Theology – Wickliffe, OH – http://www.stmarysem.edu/
Saint Mary-of-the-Woods College – St.Mary-of-the-Woods, IN – http://www.smwc.edu/
Saint Mary’s College – Notre Dame, IN – http://www.saintmarys.edu
Saint Mary’s College of California – Moraga, CA – http://www.stmarys-ca.edu
Saint Mary’s Seminary and University – Baltimore, MD – http://www.stmarys.edu/
Saint Mary’s University – San Antonio, TX – http://www.stmarytx.edu
Saint Mary’s University of Minnesota – Winona, MN – http://www.smumn.edu
Saint Meinrad School of Theology – St. Meinrad, IN – http://www.saintmeinrad.edu/
Saint Michael’s College – Colchester, VT – http://www.smcvt.edu/
Saint Norbert College – De Pere, WI – http://www.snc.edu
Saint Peter’s College – Jersey City, NJ – http://www.spc.edu/pages/1.asp
Saint Thomas Aquinas College – Sparkill, NY – http://www.stac.edu/
Saint Thomas University – Miami Gardens, FL – http://www.stu.edu/
Saint Vincent College – Latrobe, PA – http://www.stvincent.edu
Saint Vincent Seminary – Latrobe, PA – http://www.saintvincentseminary.edu/
Saint Vincent’s College – Bridgeport, CT – http://www.stvincentscollege.edu/
Saint Xavier University – Chicago, IL – http://www.sxu.edu/
Salve Regina University – Newport, RI – http://www.salve.edu/
Santa Clara University – Santa Clara, CA – http://www.scu.edu
Seattle University – Seattle, WA – http://www.seattleu.edu
Seminary of the Immaculate Conception – Huntington, NY – http://www.icseminary.edu/
Seton Hall University – South Orange, NJ – http://www.shu.edu
Seton Hill University – Greensburg, PA – http://www.setonhill.edu
Siena College – Loudonville, NY – http://www.siena.edu
Siena Heights University – Adrian, MI – http://www.sienaheights.edu/
Silver Lake College of the Holy Family – Manitowoc, WI – http://www.sl.edu
Spalding University – Louisville, KY – http://www.spalding.edu
Spring Hill College – Mobile, AL – http://www.shc.edu
SS. Cyril and Methodius Seminary – Orchard Lake, MI – http://www.sscms.edu/
Stonehill College – Easton, MA – http://www.stonehill.edu
The Catholic University of America – Washington, DC – http://www.cua.edu
The College of New Rochelle – New Rochelle, NY – http://www.cnr.edu/Home/Home
The College of Saint Rose – Albany, NY – http://www.strose.edu/
The College of Saints John Fisher & Thomas More – Fort Worth, TX – http://www.fishermore.edu
The Institute for the Psychological Sciences – Arlington, VA – https://ipsciences.edu/
The Mexican American Catholic College – San Antonio, TX – http://www.maccsa.org/
Thomas Aquinas College – Santa Paula, CA – http://www.thomasaquinas.edu/
Thomas More College – Crestview Hills, KY – http://www.thomasmore.edu/
Thomas More College of Liberal Arts – Merrimack, NH – http://www.thomasmorecollege.edu/
Trinity Washington University – Washington, DC – http://www.trinitydc.edu
Trocaire College – Buffalo, NY – http://www.trocaire.edu
University of Dallas – Irving, TX – http://www.udallas.edu
University of Dayton – Dayton, OH – http://www.udayton.edu
University of Detroit Mercy – Detroit, MI – http://www.udmercy.edu
University of Great Falls – Great Falls, MT – http://www.ugf.edu
University of Mary – Bismarck, ND – http://www.umary.edu
University of Notre Dame du Lac – Notre Dame, IN – http://www.nd.edu
University of Portland – Portland, OR – http://www.up.edu
University of Saint Francis – Fort Wayne, IN – http://www.sf.edu
University of Saint Joseph – West Hartford, CT – http://www.usj.edu
University of Saint Mary – Leavenworth, KS – http://www.stmary.edu
University of Saint Mary of the Lake/ Mundelein Seminary – Mundelein, IL – http://www.usml.edu
University of Saint Thomas – Houston, TX – http://www.stthom.edu
University of Saint Thomas – St. Paul, MN – http://www.stthomas.edu
University of San Diego – San Diego, CA – http://www.sandiego.edu
University of San Francisco – San Francisco, CA – http://www.usfca.edu
University of Scranton – Scranton, PA – http://www.uofs.edu
University of the Incarnate Word – San Antonio, TX – http://www.uiw.edu/
Ursuline College – Pepper Pike, OH – http://www.ursuline.edu
Villa Maria College of Buffalo – Buffalo, NY – http://www.villa.edu/
Villanova University – Villanova, PA – http://www.villanova.edu
Viterbo University – La Crosse, WI – http://www.viterbo.edu
Walsh University – North Canton, OH – http://www.walsh.edu
Washington Theological Union – Washington, DC – http://www.wtu.edu/
Wheeling Jesuit University – Wheeling, WV – http://www.wju.edu
Wyoming Catholic College – Lander, WY – http://www.wyomingcatholiccollege.com/
Xavier University – Cincinnati, OH – http://www.xu.edu
Xavier University of Louisiana – New Orleans, LA – http://www.xula.edu