Rasmussen University is a private, for-profit university headquartered in Minneapolis, Minnesota, offering undergraduate and graduate programs online and at campuses across the United States. The institution traces its origins to 1900, when it was founded as a business training school in Stillwater, Minnesota. In February 2021, Rasmussen College completed its transition to Rasmussen University, a change accompanied by a new brand identity and awareness campaign. [1]
Design and History
The Rasmussen University logo is a combination lockup, built with both type and image. The shield device, which can also be used on its own as a logo mark, is a central element of the identity. [2] The official trademark registration describes the mark as a shaded stylized shield containing a stylized torch with flames, with the word “RASMUSSEN” in stylized lettering to the right and “UNIVERSITY” directly beneath it. [3]
Prior to the university transition, the college logo featured a green shield outlined in white bearing an orange and yellow flame, with “RASMUSSEN” in large white capitals above “COLLEGE” in smaller white capitals. [4] The 2021 rebrand to university status introduced the current shield-and-torch mark along with the “Green Means Go” campaign, which was reflected across the school’s website, social media, mobile app, and advertising. [5]
Meaning and Symbolism
According to Rasmussen University’s official brand guide, the shield’s elements carry specific documented meaning. The plaited flame represents the partnership among the institution, the student, and the community. The space below the flame serves as the torch, representing the innovative thinking the university carries forward. Together, the torch and flame combine into a shield that symbolizes the enduring power of education and the university’s commitment to providing relevant degrees. [2]
The university’s official colors are green and gold. [6] The “Green Means Go” campaign drew on the color green to evoke growth, positivity, and moving forward, likening it to a green light. [5]
Typography and Design
The Rasmussen University wordmark uses stylized lettering for both “RASMUSSEN” and “UNIVERSITY,” as described in the official trademark filing. [3] The logo functions as a combination lockup, with the shield usable independently in applications where the full logo would become unreadable. [2]
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