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CSB and SJU unveil bold, vibrant brand refresh

November 18, 2024 • 3 min read

A red emblem with a cross inside a hexagon, followed by the text "College of University" in red capital letters, set against a black background.

Blending storied and sacred traditions with a bold and vibrant vision for the future is at the heart of our missions at the College of Saint Benedict and Saint John’s University.

As our two schools move toward Strong Integration and face the evolving landscape of higher education, we are unveiling a refreshed brand that reflects this mission.

The unveiling will be celebrated Tuesday (Nov. 19) with stickers, cookies and a specialty drink delivered in a fun, branded sleeve available at the Clemens Perk coffee shop at CSB.

At the heart of this new brand is a hexagonal, honeycomb design, inspired by the distinctive glass windows in the Sacred Heart Chapel at Saint Ben’s and the Saint John’s Abbey and University Church.

It symbolizes the interconnectedness the two institutions have long shared, even as they have and continue to maintain their own distinct history and identities.

The new pattern replaces the shield icon, which has been in use the past few decades. While still striking, that pattern had nonetheless become increasingly more common among other colleges and universities – making it harder to stand out.

The hexagonal design is meant to provide a much-increased level of distinctiveness for CSB and SJU in an ever-growing marketplace, assuring that the importance of the two institutions’ message does not get lost in the crowd.

“This refreshed brand captures the essence of who we are and where we’re headed, symbolizing the strength of our integration and the unique identities we continue to nurture,” said Betsey Kershaw, the chief marketing officer (interim) at CSB and SJU.

“With this new look, we celebrate our deep Benedictine roots and our forward-thinking spirit, inviting students, alumni and our entire community to join us in this journey.”

In addition to the new pattern, the type treatments for the school’s names have been made bigger, bolder and more legible, while the use of the initials (CSB and SJU) has been made simpler and clearer, minimizing elements that might have become distracting.

A formal logo, which features the full names of the College of Saint Benedict and Saint John’s University with the hexagonal logo and cross, is meant for official use in places like signage, letterhead, legal documents and formal communications.

An informal logo, displaying CSB SJU in a hexagon, will be used for casual and modern applications such as digital media, internal communications and merchandise. It offers a streamlined representation while maintaining important brand recognition.

This rebranding process has been intentional and gradual. Last winter, updated and coordinated changes to athletic branding at both CSB and SJU made sure varsity teams at both schools remained distinct and separate, but also feel consistent and related.

In the spring, new signage appeared across both campuses, along with an interim style guide identifying new typefaces, colors and designs. Then, over the summer, the admissions team put new marketing materials in place – stressing how much both schools have to offer to prospective students.

They focus on the theme More to Explore at CSB and SJU, which stresses the unique opportunities offered across both campuses, blending academic rigor with personal growth in a supportive and inclusive community.

Our Benedictine values inspire a holistic experience, combining intellectual, social and spiritual development. Prospective students discover unmatched mentorship, vibrant campus life and a commitment to belonging.

From academics to adventure, CSB and SJU invite students to explore their fullest potential and find where they truly belong. 

The new logo mark and finalized style guide unveiled this week are final elements in this round of updates to CSB and SJU’s brand image.