From Logo to Legacy: What It Takes to Build a Strong Brand

When it comes to higher education, and really just about any field, people often think branding is all about a logo. But it is not. A brand is so much more. It is the personality of your institution, the way people feel when they hear your name, and what you stand for at your core. It is your story, your mission, and the promise you make every time someone interacts with you.

Sure, a logo is important, as it is the face of your organization. But your brand is the full picture.

Your Brand Should Tell a Story

No matter what kind of organization you are part of, your brand needs to tell a clear, honest story. It should say who you are, what you believe in, and why that matters to the people you want to reach.

In 2020, our communications and marketing team led a full rebranding effort when Limestone transitioned from college to university status. We did not just swap out a logo. We took a hard look at everything: the colors we used, the fonts that showed up in emails and brochures, and how every department shared its message. We wanted to make sure the brand reflected who the institution really was, and where it wanted to go next.

That meant updating the look and making sure everything worked together smoothly. The new logo was just one part of a bigger plan to tell a stronger story.

Why a Brand System Is Key

Good branding is not random. It is about putting some guardrails in place so everything fits together nicely. Here are the basics every organization should nail down:

• Colors: Pick a few core colors to represent your brand and use them consistently. Secondary colors can add some variety, but they should never steal the spotlight.
• Typography: Choose fonts that fit your personality and stick with them. Using the same fonts everywhere helps people recognize your brand without even thinking about it.
• Logo rules: Your logo should be flexible enough to work in different places but always look right. That means clear rules on how big it can be, where it goes, and what backgrounds work best.
• Sub-brands: If you have departments or programs with their own identity, give them a way to feel unique but still connected to the main brand.

When these pieces come together, your brand feels familiar and trustworthy to everyone who encounters it.

Keeping Your Brand Strong

Making a brand is only half the battle. The other half is protecting it. That means giving people the right tools, explaining why consistency matters, and making sure everyone follows the guidelines.

At Limestone, we developed a clear and easy-to-follow guide explaining how and when to use the logo, which colors to apply, and the best fonts to maintain our visual identity. While we encouraged creativity in communications, it was important that everyone followed the guidelines closely to protect the integrity of the brand and build trust through consistency.

Why It All Matters

At the end of the day, people do not just pick a university or an organization based on facts or numbers. They pick it because it feels right. They want to feel connected, confident, and inspired. A clear, well-defined brand helps make that happen.

So yes, a logo grabs attention, but your brand makes people believe in you.

Your brand is more than what you say about yourself. It is what people remember long after the first impression. Getting that right is worth the effort.