Texas State University Logo System
Modernizing and scaling a university-wide identity system
I led the first comprehensive redesign of Texas State’s academic logo system in over 20 years—transforming an outdated identity into a cohesive, scalable system aligned with the university’s growth.
The existing logo no longer reflected the institution’s direction. It included a legacy tagline the campus had outgrown and lacked the flexibility to support new campuses, co-enrollment partnerships, and expanding online programs. It also didn’t account for academic programs—where brand affinity is often strongest.
We needed more than a redesign—we needed a system.
I led the development of a structured logo hierarchy that created clarity across institutional, campus, and unit levels while allowing for flexibility where it mattered most. As part of this work, I introduced academic program logos for the first time and partnered across campus to build alignment and adoption.
To support long-term use, we centralized distribution through a digital asset management system with secure access—making it easier for teams to find and use the correct assets.
The result is a scalable, future-ready identity system that has strengthened how Texas State shows up across every touchpoint.
Impact
Established a scalable, future-ready identity system
Improved brand consistency across campus
Simplified logo management and access
Created 400+ logos (14,000+ assets) within a governed system
Strengthened alignment across communications and platforms
