- SLU Brand Identity
The department of University Marketing and Communications maintains the graphic standards for all University logos, marks and stationery. All University advertising should feature an appropriate logo used in a manner that follows all of the guidelines on this site. Before using any SLU logo, please read our FAQ and Logo Guidelines.
The University's fleur-de-lis logo is the only authorized mark representing any school/department affiliated with SLU. Do not alter it, or any logo representing SLU, without prior permission. Schools/departments may not create independent logos to be used in place of or in conjunction with these logos. All University advertising should be reviewed by the office of University marketing and communications.
Questions about the Saint Louis University logos can be directed to Matt Krob, director of publications and graphic design, at (314) 977-2542 or email@example.com.
Please note: The first word in Saint Louis University is always spelled out, never abbreviated: "Saint."
Higher purpose. Greater good.
Created in 2012 in connection with the "Higher purpose. Greater good." campaign, this logo combines the University's signature fleur-de-lis with the tagline: "Higher purpose. Greater good."
The logo does not replace the University seal. The seal is to be used only on pieces of an official nature (e.g. commencement, citations, etc.). If the use is deemed appropriate, the seal can be obtained from the office of University marketing and communications.
The "Higher purpose. Greater good." logo should be used in printed publications and advertising about Saint Louis University. Read the FAQ and guidelines for the Saint Louis University logo, then download it here.
Four-Color Saint Louis University Logo
Adopted in 1995, Saint Louis University's four-color logo is a stylized fleur-de-lis containing artistic elements unique to the University and its Catholic, Jesuit heritage. Read the FAQ and guidelines for the Saint Louis University logo, then download it here.
About the Fleur-de-lis:
- The crown in the logo represents the crown of Saint King Louis IX of France, namesake of the city and the University.
- The wolves and kettle within the cross are taken from the family crest of St. Ignatius of Loyola, founder of the Society of Jesus.
- The Latin words "Ad Majorem Dei Gloriam" translate to "For the Greater Glory of God," the motto of the Society of Jesus.
- The cross within the cross and the letters "IHS," the first three letters of the name Jesus in Greek, are traditional Catholic symbols.
- The three nails represent Christ's crucifixion.
- The fleur-de-lis, the flower on the family crest of Louis IX, represents both the city of St. Louis and the University.
- The "1818" refers to the founding date of Saint Louis University, the first institution of higher education west of the Mississippi River.
The Billiken is a good-luck figure who represents "things as they ought to be." Designed and manufactured in the early 1900s as a bank and statuette, the Billiken was the national rage for about six months.
During that time, a St. Louis sports writer decided that SLU football coach John Bender resembled the Billiken. Later, a cartoonist drew a caricature of Bender in the form of a Billiken and posted it in the window of a drugstore. The football team soon became known as Bender's Billikens.
Today, the Billiken is SLU's athletic mascot and is the face of the Be a Billiken website and undergraduate recruitment effort, Be a Billiken. There are two graphic representations of the Billiken. The above logo may be used according to our logo guidelines. Be a Billiken logos and branding are reserved for use by Marketing and Communications, Undergraduate Admission or by express permission.
Read the FAQ and guidelines for using the Billiken logo, then download it here.
The branding marks of the Saint Louis University Billiken athletics department consistently identifies all of SLU's sports teams and athletics-sponsored organizations.
These branding marks create a visual identity for the Billiken athletics department through advertising, printed sports publications, stationery, uniforms, athletic retail products and Web application.
The logos within the Billiken athletics brand can be enlarged or reduced proportionately but should not be altered or modified in any way. Read the FAQ and guidelines for using the Athletics logo, then download it here.
The SLUCare logo represents the physician practice group of Saint Louis University. It is tied to the University through its colors (blue and gold) and through its font (Sabon) -- both of which are consistent with the University logo.
The "complete" version features the University logo, a stylized fleur-de-lis containing artistic elements unique to the University and its Catholic, Jesuit heritage. The simplified version of the SLUCare logo (which does not include the fleur-de-lis) is a type treatment of the name. For questions about the SLUCare logos, please contact Tony Stubblefield in SLUCare Marketing at (314) 977-8683 or firstname.lastname@example.org Read the FAQ and guidelines for using the SLUCare logo, then download it here.