Higher Purpose. Greater Good.

Saint Louis University's official brand identity   "Higher purpose. Greater good."   helps us communicate what's different about SLU,  the University's DNA. 

More than just a tagline, It embodies the Society of Jesus' nearly 500-year history of service for the greater glory of God. It also represents SLU's mission and touches on the things that make the University distinctive. 

Following are some proof-points that you can include in written copy about SLU that illustrate "Higher purpose. Greater good."

  • Students, faculty and staff members cumulatively complete 1.6 million hours of community service each year.
  • The University has been recognized as a character-building college by the John Templeton Foundation.
  • SLU is listed on President's Higher Education Community Service Honor Roll, the highest federal recognition a school can achieve for its commitment to service-learning and civic engagement.
  • The School of Law's legal clinics provide thousands of hours of free legal services to clients in need.
  • The School of Medicine's student-run health resource center provides free medical care in north St. Louis.
  • SLU is the site of the nation's first Campus Kitchen, a national leader in community service for students and is the future of hunger relief.
  • The University is the founding and sustaining sponsor of Casa de Salud, a health clinic for immigrants.

Dos and Don'ts

When using "Higher purpose. Greater good." in any way, it's important to keep in mind the universal nature of the brand. The phrase overarches subbrands of the University, such as Be a Billiken, and represents SLU as a whole. Before using any visual element of "Higher purpose. Greater good." in print, on the web or in advertising, please contact Saint Louis University's office of university marketing and communications for guidance.

As a reminder, the following Dos and Don'ts apply when working with SLU's brands.

  • Do feel free to incorporate the phrase "Higher purpose. Greater good." or link to the refreshed Universityboilerplate into the About Us or other introductory areas of your web pages and/or social media channels.
  • Do touch on the "Higher purpose. Greater good." themes when writing content for your web pages or social media channels. Tell the stories that illustrate the phrase and show that this is not just branding, it is a reflection of what SLU has been and what it will be in the future.
  • Do keep the look and feel of the University's branding consistent in print and digital marketing materials. The fonts, colors and iconography chosen should not be modified in any way and should be used only after consulting with the office of university marketing and communications. Read more about how to use the "Higher purpose. Greater good." logo.


  • Don't use the phrase "Where Knowledge Touches Lives." If that branding is still in place on your pages, Google sites or any social media platforms, please remove it. 
  • Don't create taglines unique to your school or college or program. "Higher Purpose. Greater Good." is an overarching tagline that belongs to all of SLU. Contact the Marketing and Communications Department to learn how to integrate it into your materials. 
  • Don't make visual changes that incorporate "Higher purpose. Greater good" to your web pages - in or out of the CMS - or social media platforms in ANY form (banners, viewers, cover photos, icons) without consulting with Marketing and Communications staff.
  • Don't mix branding messages. For example, "Higher purpose. Greater good." and Be a Billiken" each have a particular target market, look and feel, as do other University sub-brands such as SLU for Busy Adults. If you need guidance on what branding to use when, contact the office of university marketing and communications .