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
- 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
- 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
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
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
- 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
- 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 .