About the Project

Before any new logo existed, Trinity commissioned two independent studies to better understand how the university was perceived and where its brand needed to evolve. 

Together, the research pointed to two complementary needs: evolution and continuity.

A clear opportunity emerged to strengthen perceptions of Trinity’s innovation and momentum while maintaining its established identity.

Evolution

Trinity needs to continue evolving. The research identified an opportunity for the university to better communicate its current energy, ambition, innovation, and forward momentum Trinity has today.

Recognition and Trust

Evolution needs to preserve recognition and trust. The research reinforced the importance of maintaining the familiarity, credibility, and continuity associated with Trinity’s established identity.

Rollout Response

The response after the July rollout added another finding: process matters as much as design, and the Tower was framed as a recognizable symbol tied to campus memories, traditions, and sense of place.

A logo must do two things at once: present Trinity as relevant and distinctive to people encountering the university for the first time (especially as the university rises nationally while competing for an increasingly shrinking pool of qualified students) while remaining recognizable and authentic to the community that already knows it.

The outcome could result in a redesigned logo, an updated version of the current tower logo, or the confirmation of the existing mark. Possible outcomes will be evaluated against the requirements and evidence that emerge through the project phases.
 

This is not a full brand redesign

This project focuses on Trinity’s logo (the icon and accompanying typography). The university seal, colors, messaging, and website are outside the scope of this project. At this time, the athletics logo will remain the same.
 

Input from alumni, current and prospective students, faculty, and staff will be gathered throughout the process. Those who know Trinity bring important insight into what makes its identity recognizable and authentic, while prospective students help us understand how it is experienced at first encounter.

Together, these perspectives will help define what the logo must accomplish and what must remain distinctly Trinity. View the process and see who's involved. 
 

Keeping the community informed

Through reports and updates, we will share what we heard, what we learned, and how those insights informed the work throughout each phase of the process.