A New Brand: Uncovering Our Common Story

A New Brand: Uncovering Our Common Story

"WE FOUND A HIDDEN GEM — A UNIVERSITY WITH A FULLY- ENGAGED, SUPPORTIVE COMMUNITY THAT SHAPES YOUNG LIVES WITH THE ASSURANCE OF LIFELONG LEARNING."                              —Robert Rytter, Jensen Design Studio

When we put our heads together, we were able to see with better perspective, and we uncovered our common story:
The Graceland story is the Power of Together.

Rich in history and culture, Graceland has matured from a small, single-building college to a diverse and recognized university over our 121 years of growth and change. To honor Graceland’s advancement through the decades, a visual identity team made up of faculty, staff, alumni and students met with Jensen Design Studio early in the year to boost Graceland’s appeal with a new brand that takes us back to the university’s early years.

Over a period of several months of work that included interviews, discussions, historical research and 17 new designs, the team distilled an identity that more clearly signifies the attributes of Graceland’s tradition and path forward. The shield recalls academia centuries old and proclaims the crest of the family. The new logo will keep the “G” as Graceland’s visual stronghold and incorporates 1895 to commemorate our historical significance. 

Graceland has worn many hats, seen many changes and shares a common story with every person who has experienced this higher institution
of learning over the years, whether it be student, faculty or staff. Graceland has always and will forever be the big “G.”

Rytter, President and Creative Director of Jensen, remarks, “Our experiences working with Graceland have been enlightening. Graceland becomes home for these students, and we were welcomed as family.” 

The new brand was introduced in August by Scott Briell, Vice President for Enrollment Management, with presentations to the Board of Trustees, the faculty and staff, and to the student body. As alumni and friends of Graceland, we stand together and embrace the historical – and new – big G.