Presenting Bastyr's New Logo, Seal and Colors

By now, you’ve likely seen some materials with Bastyr University’s new logo, seal or color palette emerging from different corners of the University. Marketing is pleased to be able to finally provide you with some additional information around Bastyr’s rebranding efforts.
In the past year, the Department of Marketing & Media and the Office of the President have undertaken an institution-wide rebranding effort, prompted largely by the redesign of the website. Working with a local branding and design firm, we seized an opportunity to reevaluate Bastyr’s brand identity and adopted some modifications that are intended to both better reflect our rich 34-year legacy and update our aesthetics for the 21st century.
LOGO:
Retaining the same typeface as the former logo, the word “University” has been placed on equal footing with “Bastyr” to articulate that we have grown from a small single-purpose naturopathic college into a full multidisciplinary natural health university. Two-tone type helps distinguish the two words, as well as display the new color palette.

SEAL:
A University seal was chosen to provide another visual branding element that can be used along with the logo or on its own. The seal includes the year of Bastyr’s founding, along with the Latin phrase, “vis medicatrix naturae,” which means “the healing power of nature.”
COLOR PALETTE:For years, Bastyr University was known by the color green, which signified respect for nature. While we will always believe in being “green,” our institution has grown significantly and our reputation as an educational leader has reached global status.

As we continue to advance our lofty mission and vision, the time has come for our visual identity to better reflect the prestige, rich heritage and acumen of our institution. Our new bold and distinguished color palette was chosen both to represent our institutional values and to reflect our rootedness in nature:

CRANBERRY – The dark red color represents energy, passion and leadership. The cranberry plant it is named after has both culinary and medicinal uses in Western traditions. GINGER – The golden tan color represents prestige. The ginger root it is named after has both culinary and medicinal uses in Western and Eastern traditions. JUNIPER – The slate-blue accent color represents healing and wisdom, and is shared with Bastyr Center for Natural Health’s brand identity. The juniper plant’s frosted blue-colored berries have culinary and medicinal uses in Western traditions.

TIMELINE:
The “soft” roll-out has begun and will continue over the next year or two, as is feasible. Departments may update their internal and external materials as funds are available to do so over the next calendar year.
GUIDELINES:

An official Bastyr branding manual will be distributed to assist staff and faculty implement the changes and ensure consistent application. In the near future, you’ll receive an email that explains where to find the manual and the new art files on MyBU. In the spirit of being “green,” please attempt to use as much of the old letterhead, envelopes and business cards as possible until your supply runs low. When you are ready to reorder new business papers, Allison Downs in reception will be able to assist you. Consult with Martha Lynn in Marketing if you are planning on designing or printing materials with the new branding. As we make this transition, Marketing is committed to ensuring the highest level of consistency and uniformity in our materials as possible.

I hope you find the changes refreshing, inspiring and fitting. Stay tuned for additional website and branding updates!