A New Look for SLU

Learn about Saint Louis University and Billiken Athletic's new logos

New SaintLouisUniversity/Billiken Logos

Two of the most enduring symbols of Saint Louis University - the University's fleur-de-lis and the Billiken - have an exciting new look for the digital age. SLU unveiled updated logos for the University and athletics during a special event at Chaifetz Arena on Nov. 13.

Last redesigned in 1995, the new, simplified University logo focuses on several key elements of SLU's heritage. The fleur-de-lis - used at SLU in some form since the 1920s - was uniquely created for the University. The cross represents SLU's Catholic, Jesuit identity, while the shield and crown pay homage to King St. Louis IX, namesake of the city and the University. The logo also includes SLU's founding date: 1818.

A Symbol For SLU's Future

"Our new University logo captures the prestige and strength of this great institution," said Jeff Fowler, vice president for marketing and communications. "The logo's new look is both modern and timeless, which makes it ideal as a symbol for our exciting future."

The Billiken logo and various other athletic marks - last updated in the late 1990s - are paired with a font created specifically for SLU's exclusive use that also will appear on team uniforms this season. Although he's undergone a modern makeover, the Billiken's much-beloved smile, wink, pointy ears and tuft of hair remain prominent features.


"The new Billiken embodies the spirit of our iconic, one-of-a-kind mascot who brings luck to our athletic programs and smiles to the faces of our fans," said Chris May, director of athletics. "Our Billiken has been redesigned a number of times during the last century, and this newest identity system is perfect for today's era of collegiate sports."

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SLU's Logo Redesign Process

The new logos were developed by the award-winning brand strategy and design agency Olson, in collaboration with the University's Division of Marketing and Communications and SLU's Department of Athletics.

Olson's collegiate clients include the University of Minnesota, the University of Virginia and Baylor University. Olson also has done work for NFL, NBA and NHL teams, as well as for Target, Best Buy and General Mills, among other national corporate brands.

The process to select the logos involved more than 150 students, faculty and staff. Additionally, the athletic marks were shared with student-athletes and members of the Billiken Club athletics donor group.

Both logos received final approval from the University's Board of Trustees in September.

"We are thankful to all of the stakeholders who shared their feedback during the selection process," Fowler said. "With their valuable input, we are thrilled to be able to introduce marks for Saint Louis University that are strong, memorable and distinctive."

The Visual Identity System

The logos are part of a new visual identity system that also includes preferred colors and fonts, as well as recommendations for graphics and photos. The University's official colors remain blue and white, with Pantone Matching System (PMS) 293C as the official "SLU blue."

To ensure consistent use of the new system across the institution, SLU's Division of Marketing and Communications has published a set of brand and logo guidelines - along with a wide selection of frequently asked questions.

The new logos will be seen immediately in key places such as on slu.edu and slubillikens.com, social media platforms; and printed materials ordered on or after Nov. 16. Marks for SLUCare Physician Group and the University's campus in Madrid, Spain, are being updated as well.

Implementation of the new University logo will take between 12-18 months and should be fully in place by the time SLU celebrates its bicentennial in 2018.

About Saint Louis University 

Saint Louis University is a Catholic, Jesuit institution that values academic excellence, life-changing research, compassionate health care, and a strong commitment to faith and service. Founded in 1818, the University fosters the intellectual and character development of more than 13,000 students on two campuses in St. Louis and Madrid, Spain. Building on a legacy of nearly 200 years, Saint Louis University continues to move forward with an unwavering commitment to a higher purpose, a greater good.

Higher purpose. Greater good.
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