New Tagline and Logo Debut On Campus


After months of speculation, Truman’s new branding elements were shown to the campus community for the first time, March 4 in Baldwin Hall Auditorium.

For more than a year, the University has worked with SME, a creative agency branding firm, to help refresh Truman’s brand. The logo and many of the branding elements for the University have gone largely unchanged for more than 20 years. After several on-campus visits and three rounds of focus groups that included current and prospective students, faculty, staff, alumni and members of the Kirksville community, SME helped develop a new tagline and logo to represent the essence of Truman.

As a public liberal arts and sciences university, Truman offers the best of both worlds: the foundational principles of the liberal arts and sciences with high-impact learning experiences. Like its students, Truman is Distinct by Design.
The new logo and tagline are part of a comprehensive marketing plan to help raise awareness of the University as a whole and in particular with potential students. Because the new branding elements are less intricate, they are more versatile for design purposes and can be used in more places to help promote Truman with a unified look, especially on admissions materials.

A large portion of the funding for the new logo was donated by an alumnus and private support through the University Foundation that was earmarked specifically for marketing. This has allowed Truman to make an investment in recruiting new students while not adversely affecting the funding of other vital aspects of the University. 

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