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Taylor University Unveils New Brand, Celebrates with Campus Community

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Taylor institutional logo

At Friday’s chapel service, the results of a yearlong brand study were revealed to the Taylor community. The comprehensive study included input from students, employees, alumni, parents, and friends. The long-awaited reveal introduced an updated institutional logo, University seal, athletics logo (released earlier this year), and messaging theme. In addition, the University announced its mailing address is now 1846 Main Street, celebrating the year of its founding.  

Taylor began its brand study in January by exploring how best to describe the breadth and depth of the academic and spiritual formation for which the University is known. While sources like U.S. News & World Report consistently rank Taylor as a top school, *officials believed there was a bigger story that needed to be told.   

Taylor employed the services of Carnegie, a leading consulting firm, to facilitate the brand study. Dr. Ben Arendt, Carnegie Vice President and 1997 Taylor alumnus, provided guidance to his alma mater’s study and served as a liaison between Taylor and the Carnegie team.   

“I was ecstatic to learn that Taylor was interested in a brand study project,” said Arendt. “I experienced Taylor’s transformational impact in my own life as a young man, and so for me, this project was personal. Taylor has been cultivating their brand since 1846. The investment of time and resources in the study signals Taylor’s desire to maintain a leading position in Christian higher education, while strongly communicating the school’s longstanding commitment to an amazing student experience.” 

Updated Logo, Seal, and Colors

The updated visual designs released today reflect a reinvigorated focus on telling the Taylor story with clarity and enthusiasm, rooted in symbols that have meaning to the Taylor experience. Every mark has intentional meaning and purpose, as befits a campus that seeks to be intentional in everything.   

Comparison of the former logo (top) with the new logo

Taylor's new University seal (right) illustrates our motto Lux et Fides, Latin for "Light and Faith." 

In addition to new imagery, Taylor is placing a spotlight on a new community theme, Life to the Full, to honor the University’s 176-year heritage of developing servant-leaders marked with a passion to minister Christ’s redemptive love, grace, and truth to a world in need. The Life to the Full theme is launching concurrently with the new brand to emphasize Taylor’s unwavering commitment to Christ-centered, student-focused education. 


The Life to the Full theme stands on three principles the Taylor community strives to embody:  

We honor God by giving nothing short of our best. Taylor University is a place of excellence. Because high standards are our standard, we pursue scholarship with unending energy, we pursue formation with genuine enthusiasm, and we pursue faith with heartfelt passion. And we don’t just see outcomes, we bear fruit. Through an abiding commitment to our mission, we send out world-shaping alumni, are blessed to have nationally influential faculty across a range of disciplines, and maintain a student-centric vision that sets the framework that other institutions follow.  

Through interconnected relationships, we amplify purpose. At Taylor University, the love of Christ is made tangible through a posture of hospitality and the genuine compassion that is given and received through being known and pursued. We see mutual connectedness as an essential and treasured part of the Taylor learning experience. Through interactions big and small, we are dedicated to offering extraordinary support and an uncommon sense of community life. Students, staff, and faculty alike—we all participate in the shared goal of uplifting each other daily and promoting our unique individual gifts to the glory of God.  

Our enthusiasm and joy spark inspired lives to the full. Living out our shared commitment to whole person development is core to who we are. The immersive experience of our Christian community, equipping students for kingdom impact, evokes at Taylor a profound spirit of anticipation and joy. Students are invited to wrestle with the world’s heavy issues and are equipped to engage in real challenges—and still, there remains a contagious delight and an uplifting spirit of vibrant togetherness that characterizes the Taylor experience.  

“For Taylor, the Life to the Full theme beautifully encapsulates all we dream for our students and community,” said Holly Whitby, Vice President of Enrollment & Marketing. “Living Life to the Full demands a spirit of hope and anticipation while actively pursuing all the Lord has for us. We participate in faith and learning with enthusiasm, we pursue vocational calling with purpose, and we cultivate lifelong relationships with a servant’s heart. This is the abundant life we are preparing for.”  

For a complete overview of the new Taylor brand, messaging and guidelines, visit 

About Taylor University 

For 176 years, Taylor University has combined rigorous academics with the Christian faith and remains the oldest nondenominational school in the Council for Christian Colleges and Universities (CCCU). For nearly three decades, Taylor has been ranked a top Midwest College by U.S. News & World Report. The University’s graduation rate is the fourth highest nationally among peer institutions, and ninety-nine percent of Taylor’s 2021 graduates were employed or in graduate school within six months of graduation. With a strong legacy of service and global opportunities, Taylor also ranks sixth nationally for study abroad internships and travel opportunities.