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Find answers to frequently asked questions about Saint Louis University logos, branding and design guidelines.


What does the University logo signify?

The Saint Louis University logo includes several key symbols that represent SLU's history and traditions. It also draws inspiration from our region and surrounding landscape.

  • The fleur-de-lis — a reference to the city's French heritage and a Catholic symbol associated with the Holy Trinity — has been used at SLU since the 1920s. 
  • The cross represents SLU's Catholic identity. 
  • The crown and shield symbolize King St. Louis IX, namesake of the city and the University. 
  • The fluidity of the fleur-de-lis and the lines connecting to the fleur-de-lis petals represent the confluence of the Mississippi and Missouri Rivers in St. Louis.


Does the University logo follow design best practices?

Yes. Iconic graphic artist Paul Rand, who designed the IBM, ABC and UPS logos, said the best logos are distinctive, simple, useable, memorable and clear, among other qualities. Rand explains that a logo is a signature mark that identifies an entity. It is not a description of the entity. In fact, a logo's meaning comes from the quality of the institution it symbolizes, not from the graphic itself. The University logo is simplified, fully useable in digital and print platforms, unique to SLU, and presents a timeless image of Saint Louis University.


Why is it important to have a consistent brand for SLU?

The strongest, most recognizable brand for any campus unit is the Saint Louis University brand. Independent logos can diffuse and confuse the public perception of SLU. While it may seem important to differentiate your unit, the most effective way to gain recognition is to use the SLU brand and to link your unit's reputation to the power and prestige of Saint Louis University. Keep in mind that outside audiences don't focus on our organizational charts; they mostly see all units as Saint Louis University. That is an asset, not a detriment, and we can use that strength to benefit the whole University.

Can other brands or marks still exist at SLU?

Yes. The marks don't replace the "Be a Billiken" student recruitment brand or identities for events that happen in a finite time frame — e.g., Homecoming and Family Weekend, fundraising campaigns, etc. Using the Saint Louis University mark on these communications gives the benefit of a SLU endorsement without disrupting their ability to create their own identities. The SLU logo should work together with the identity to create the most impact.

Any future marks will be expected to work within the established standards and appropriately represent the University. If you have questions regarding logo strategies, please email Matt Krob, director of University graphic design, at to talk through objectives, expectations and process.

May departments have novelty items (such as T-shirts and pens) featuring the SLU logos?

Yes. Standard guidelines regarding the design and logo usage must be followed. Please review the list of approved University vendors found on the Business and Finance website when selecting a vendor.


What are visual identity guidelines?

The guidelines explain how the logos and marks are to be used, as well as how they should not be used. They specify the correct color for "SLU Blue," as well as a secondary color palette, fonts, and other useful information to help maintain brand consistency. Downloadable logos also are available online.

Why is it important to follow SLU's visual identity guidelines?
Guidelines, when followed consistently, allow all members of the SLU community to present a strong identity for Saint Louis University and help avoid confusion. Correct use of SLU's official logos and typography is key to the branding process and important to enhancing the University's prestige among key audiences.
Where can I download the logos?

SLU logos and the Billiken are available in a variety of formats on the Marketing and Communications website. To avoid poor reproduction, logos should not be scanned from other printed sources or downloaded from other places on the SLU website. Standard guidelines regarding the design and logo usage must be followed.

Can my individual college/school or department have its own logo?

The SLU logo with your school/college or department's name underneath in the correct font is your logo. To get your version of the logo, send an email to

Is the University logo just the shield with the fleur-de-lis?

No. The primary logo is the shield with the fleur-de-lis and the wordmark for "Saint Louis University" and the "Est. 1818." The shield should not appear alone without express permission from the Division of Marketing and Communications. Secondary logos are available that allow for more horizontal uses.

What color are the University and Athletics logos?

For both the University logo and Athletics marks, the official SLU colors are Pantone Matching System (PMS) 293C and white. Pantone Matching System (PMS) Cool Gray 3, a light gray, is available as an additional color. Several secondary colors have been identified and can be used sparingly. For more information, visit the colors, fonts and photography page on the Marketing and Communications website.

What are the typefaces associated with the SLU logos?

The typeface for Saint Louis University is Brandon Grotesque, which is available for purchase by individual units. Check with your unit's marketing office for more details. A suggested complementary serif typeface is Crimson, which is a Google Font that is available for download for free. Recommendations on how to properly employ these new fonts can be found in the online style guide. The athletics font, Billiken Bold, was created specifically for SLU Athletics and is not available commercially.

Is it important to include trademark or registration marks when using SLU's logos?

Yes. All uses of the University logo and Billiken logo should use the appropriate TM or ® marks.

How is the University seal still the same?

Use of the seal is reserved for official documents (e.g., diplomas, transcripts, etc.) and key presidential materials. It is never a substitute for the University logo.