Evangel University is a private Christian university in Springfield, Missouri, affiliated with the Assemblies of God denomination. The university’s current institutional mark, introduced in 2017, is a shield-shaped emblem containing upward arrows and a flame, rendered in maroon and gray.
Design and History
In September 2017, Evangel University introduced a new visual and verbal identity built around the tagline “Your Calling. Our Passion.” The new mark was designed to replace the university’s previous identity and was accompanied by a comprehensive brand system. The university described the new identity as a way to visually communicate its mission and values.[1]
The shield emblem is described in the university’s federal trademark registration, filed in 2017 and registered in 2018. The mark consists of a shield with a quadrilateral upper portion that transitions into a rounded diamond at the bottom. The shield is bisected at a 45-degree angle from the upper left corner to a lower right termination. The predominantly lower left field contains a pair of helixes representing a flame, while the predominantly upper right field contains a pair of incomplete triangles representing arrows pointing to the upper right. The color maroon is claimed as a feature of the mark.[2]
According to the university’s announcement, the upward arrows represent the upward calling of each student, guiding them every day of their lives. Beneath them, a flame represents the Holy Spirit, who fuels the university’s passion to help students find and follow their God-given calling. All elements are united and contained within a shield, serving to boldly proclaim and protect the university’s mission.[1]
The university’s official brand guidelines, published in 2021, specify the approved brand color version of the logo in maroon for use on light backgrounds, with a white reverse version for dark backgrounds.[3]
Meaning and Symbolism
The shield emblem’s symbolism is documented in the university’s own materials. The upward arrows signify the upward calling of each student, the flame represents the Holy Spirit, and the shield serves to proclaim and protect the university’s mission.[1] The trademark registration confirms the visual elements as arrows and a flame within the shield form.[2]
Typography and Design
The university’s 2021 brand guidelines document the official color specifications for the maroon brand color: CMYK 38/92/58/37, RGB 117/37/61, and hex #75243d. The guidelines also list a gray secondary color with CMYK 34/24/32/2, RGB 152/152/143, and hex #98988f.[3] The university’s official colors are maroon and gray.[4]
In 2021, Evangel University retired its long-standing Crusader mascot and introduced a new athletic mascot, Valor, represented by a horse. The Valor logo was designed by Hampton Creative, an independent branding agency based in Tulsa, Oklahoma. The design was intended to visually communicate strength, nobility, and fervor. Notably, Valor’s muscular neck mirrors the shield of the Evangel University logo, symbolizing the importance of academic and athletic development.[5] The university’s mascot page confirms that the Valor mark’s individual elements work cohesively to tell a story of courage and commitment.[6]
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