Identity Guide

St. Lawrence University’s visual identity is an expression of our institutional brand. Consistent representation of this expression helps solidify name recognition, a fundamental element of institutional positioning. The Identity Guide (© 2015) documents official logos, colors, and typography.

Download a pdf version of the Identity Guide

While some of St. Lawrence’s visual elements are modern expressions of the brand, others date back to the early beginnings of the University. The seal, designed by Nelson Robinson, Class of 1887, is the longest enduring symbol of the University. It is reserved for official and formal uses such as the University diploma.

The current version of the “shield” logo was developed in 2012 resulting from more than a year of research with focus groups and conversations with students, faculty, staff, trustees and alumni. The “stacked” version is the University’s preferred logo for all general academic and institutional communications. The horizontal version may be used when space is limited. Departments may use brand extension logos with the department name.

Please contact University Communications for assistance and with questions ( Print copies of the at-a-glance visual identity guide may be purchased from the Duplicating Center.

What has changed since 2012?

Since the roll out of the University’s 2012 visual identity guide, University Communications has refined some of the elements. The refinements include improvements to the University stationery and business cards to improve legibility and to offer better spacing requirements. Please begin using the new stationery and business card designs with all new orders and plan to discontinue use of old materials by June 30, 2016.

Download stationery guidelines

When is a trademark symbol required with the University logo?

The University claims trademark on word marks and logos. When they are printed on products such as shirts, hats, mugs, and all others for distribution or resale, the logo must include the symbol. Also, the products must be printed by a licensed vendor through the University’s licensing administration partner, Learfield Licensing Partners. For questions, please contact Alex Rhea (