1.3 Our Narrative
Through the efforts of the Department of Communications & Marketing, working together with senior administration and the Board of Trustees, a new logo and brand platform have been unveiled for Limestone University.
Why: The logo and platform create a cohesive identity for Limestone University.
How: Limestone's brand narrative is oriented around connecting with students pursuing various paths to degree completion.
What: New branding guidelines provide a model for unifying the institution's visual representations.
The Limestone University Shield & Signature
Paying homage to Limestone's history, the Curtis Building, its cupola, and the "1845" inscription are prominent fixtures in the Limestone University logo.
The logo was ratified by the Board of Trustees in November of 2019, and went into effect on July 1, 2020, as the institution moved from college to university status.
The shield shape of the logo represents the "U" in university. Limestone's founding year of 1845 is the focal point of the logo as it indicates that the institution has been providing access to higher education for over 175 years. While Limestone led the way in online higher education learning, it also offers a historical physical campus that all graduates, regardless of their Limestone academic journey, can call home.
The upward stroke beneth the cupola represents Limestone's rising momentum as a leader and trendsetter in higher education in the Upstate, across South Carolina, and throughout the United States.
The word "Limestone" utilizes a traditional font that speaks to, and pays respect to, the school's heritage and culture. The word "University" employs a more modern font that updates Limestone's messaging as well as the institution's look and feel.
The primary colors of the new logo remain Limestone's iconic blue and gold, while a mid-tone blue accent has been added as a complementary branding element - giving the logo three distinct colors equivalent to those used in Limestone Athletics' "Fast Fleur" logo.
The logo is being used broadly and definitively as the visual identity of Limestone University on print materials, on digital platforms, and on apparel.
The updated branding identifies and distinguishes Limestone's past, while speaking to the University's forward-thinking growth and potential.