This subtle, far-secondary graphic element can be used tone-on-tone, adding texture to a field of color.

Topline messages that apply broadly to all audiences. They support key themes for Seattle Pacific University.

This is Pantone 7421, our primary brand color.

This brand element is used as a rule of measure for the clear space around the logo.

The symbol some are alarmed to see removed from SPU's previous logo.

This is used as an alternative to the SPU Flame in the corner of the border.

Mid-tier messages that apply more specifically to the individual audience segments that Seattle Pacific University would like to engage.

Please do not call this secondary, dark color, 'plum,' rather refer to it with this somewhat oxymoronic term.

To make sure the full logo or flame never appear too small, these are the minimum width sizes, respectively.

This Pantone Matching System number was our old Maroon.

These two colors build the gradient used in the frame brandiment.

Besides corporate partners, faculty and staff, these are two of five remaining pillar audiences.

This vibrant, high-energy color reinforces our brand personality of bravery, curiosity, candor, sociability, and intention. It should be used sparingly and in contrast to Legacy Maroon.

These reflect the essential character and quality of a Seattle Pacific University experience, and serve as organizing principles to guide strategic decisions in everything we do.

The standard for headline capitalization that has replaced our previous standard of title case. It designates that, with the exception of proper nouns, only the first word of a headline is capitalized.

An important rule to remember when utilizing the brandiments to avoid creating a too-busy design.

A messaging matrix IS NOT this kind of resource. Rather, it is a tool for communicators to help ensure that the value and distinctives of Seattle Pacific are evident all the time, no matter the audience or context of communication.

The SPU Flame is to be this color when the logo is on white or light backgrounds.

This brand essence is the heart and soul of our brand. It is a shorthand expression of the constant, fundamental quality Seattle Pacific University offers to every audience, worldwide.

The total number of logo layout variations comprised in SPU's old brand.

This graphic showed up early in Stoke's mockups, and has been seen on faculty retreat shirts, and more recently on UC retreat shirts.

The Seattle Pacific brand requires the constant reinforcement of these three key themes.

The color values vendors will need if utilizing our colors for print, as opposed to RGB values, used for web.

Sang Blue is our hybrid typeface that doesn't follow the conventional patters of serif, sans, and slab, and should be used only for these parts of text.

The primary sans serif of SPU's old brand.