Dear colleagues,

We are excited to introduce a revitalized visual and brand identity and a new undergraduate enrollment marketing initiative for Santa Clara University. These changes modernize our appearance, align messages and storytelling with our Jesuit mission, vision, and values, and support our ambitious Impact 2030 goals. 

Developed with testing and input from students, faculty, staff, and alumni, the brand refresh will create a more cohesive presentation of our purpose-driven educational model and our positive impact in communities. I invite you to read the story on what’s new, which includes the elements below.

• Updated Mission Logo: The current mission logo, developed before the digital era, has served as our academic logo for over two decades, in which time many other versions of mission logos, non-mission logos, and myriad colors have been introduced. Whether on scu.edu or social media, you’ll begin to notice the updated mission logo and branding elements, which will be rolled out over time. The athletics mark and university seal are unchanged. Get more details in the story’s section, “A shift in perspective.” 
• Strategic Brand Platform: Our new brand positioning, which defines our community aspirations and how—together—we help make a purpose-driven difference, is “What the World Needs.” See the messaging framework, including the manifesto, brand vision, positioning, pillars, and personality, in “A university that serves society.”
• Enrollment and Storytelling Campaigns: Leveraging the new positioning, we’re working with Enrollment Management to roll out a new multicultural campaign, “Progress Needs People.” Read more about the creative in “The story we tell future Broncos.” The storytelling includes new creative involving undergraduate and graduate alumni making a positive difference in the world.
• More to Come: University Marketing and Communications will engage in a phased rollout of the new branding. Campus communicators will receive resources and support during this rollout, including a brand book website, templates, tool kits, and training to help make a cost-sensitive and smooth transition over time to the new branding. 

We hope you are able to find much to relate to in this new work. So many of you have helped us along the way—students, faculty, staff, alumni, and friends. Your feedback, gathered through surveys and focus groups, has been instrumental in helping us develop these directions. 

Please let me or your contacts in University Marketing and Communications know if you have any questions.

With appreciation,

Lawrence Lokman
Vice President for University Marketing and Communications