TXST Logo
Creating a distinctive, ownable identity in a crowded landscape
In 2017, I partnered with Texas State Athletics to develop a logo for the acronym TXST—an identity we recognized as uniquely ownable in a crowded landscape of “TSU” institutions.
We saw an opportunity to build brand equity around something distinctive. The existing landscape made it difficult to stand out, and we needed a clear, recognizable shorthand that could work across both athletics and academic contexts.
I directed the design team in developing the mark, referencing the university’s visual history—drawing from the curvature and letterforms of the university’s previous SWT identity—while using our custom athletic typeface, Wacker, to create something that felt both rooted and forward-looking.
The result is a simple, bold identifier that works seamlessly across athletics and academics—something that’s often difficult to achieve—and gives the university a clear, ownable presence. We also developed a flexible set of lockups—including versions with “Texas State” and “Bobcats”—to ensure the mark could connect with different audiences while maintaining a consistent identity.
The logo quickly gained traction across campus and has become one of the most widely adopted identifiers for the university. Its impact extended beyond design—by 2022, Texas State transitioned its primary domain to txst.edu, reflecting the strength and recognition of the brand.
Impact
Established a distinctive, trademarked identity unique to Texas State University
Widely adopted across both academic and athletics applications
Strengthened brand recognition and institutional pride
Created a versatile mark used across merchandise, communications, and environments
Supported revenue generation through branded merchandise