What is a brand?

Often, people assume that a brand is a logo or product with your name on it. But a brand can be understood better as the story you tell and the promise you keep. It’s the perception others have based on the clarity of your narrative, the solutions you provide, and the response your identity evokes. A strong brand invites people into a compelling narrative where they see themselves as the hero and your organization as the guide. When we conceptualize brand identity into a story framework, we begin to see that it is not exclusive to a marketing department. Anyone connected to the brand must understand that they play an active role in telling the organization's story in everything they say and do. Establishing a brand identity and brand guidelines enables Luther Rice to share our story with one voice and one identity in a clear, consistent, and unified way. Establishing a brand identity and developing brand guidelines enables our institution to accomplish the following:

  • Communicate a clear and consistent story of who we are
  • Attract and retain quality students, faculty, and staff
  • Establish legitimacy and credibility that builds trust among
    •  prospective students, faculty/staff, donors, ministry partners, recruiting segments, and the public.
  • Increase marketing efficiency
  • Prevent brand inconsistencies that can weaken perception and effectiveness

The Luther Rice brand

At Luther Rice College & Seminary, we exist to serve individuals called to advance the gospel and excel in their unique callings, in ministry or the marketplace. Our identity is shaped by the students we equip, the faculty who teach, and the alumni and partners who carry our mission into the world. Every interaction—whether through our courses, student services, events, promotional materials, messaging and media, iconography and colors, or personal connections—reinforces who we are and what we stand for.

When people hear or see Luther Rice, what should come to their mind? With brand guidelines and a clear identity, our mission is to ensure they should immediately think of a place committed to God's Word and academic excellence, faithful stewards of the gospel, winsome ambassadors for Christ, quality, integrity, personal, and simply a solid option for Christian education. 

The Luther Rice brand is built by our collective commitment to tell one story, with one voice, in a clear and winsome way. Let us strive together for excellence and a wholehearted commitment to equip others for faithful service to Christ. 

Primary Wordmark 

The primary wordmark should be the standard choice for most applications, particularly when the audience is familiar with Luther Rice College & Seminary or when space is limited, making the formal wordmark less legible. Its compact design ensures readability across various sizes in both print and digital formats, making it ideal for diverse design needs.

Whenever possible, the two-color blue and gold primary wordmark is preferred and should be used as the default option.

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Formal Wordmark

If your application allows, use the formal wordmark when engaging audiences unfamiliar with Luther Rice College & Seminary. When horizontal space is limited, but more context is needed than the Shield alone provides, the formal wordmark is the preferred choice.

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Our Name

The first reference to the campus and institution should always be Luther Rice College & Seminary

Acceptable Second References

  • Luther Rice
  • LRCS

Do Not Use

Luther Rice College and Seminary, LR, LRS, LRC, Luther Rice Seminary, Luther Rice College, LR College & Seminary, or Luther Rice University

Boilerplate Description

Founded in 1962, Luther Rice College & Seminary serves the Church and communities by providing Christian men and women with biblically-based education for ministry and the marketplace. With a legacy of preparing individuals for faithful service to Christ, Luther Rice stands as a trusted guide in Christian higher education. Dedicated to providing biblical, affordable, accredited programs, the institution offers 100% online and hybrid degree options tailored to meet the needs of today's students. 

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A Story-Framework Brand

A story-framework brand is one that leverages a foundational narrative to shape and communicate its unique identity, guiding all aspects of its messaging and engagement. Using the power of story, we can communicate a clear and compelling message by positioning our audience as the hero and our brand as the trusted guide. By identifying the hero's challenges, offering a clear plan, and calling them to action, we create a message/identity that resonates, builds trust, and guides them to achieve their goals while becoming a better version of themselves. While this story framework is not marketing language that must be referenced directly, it should inform the spirit of all future messaging. No matter the topic or audience, our voice should always align with the core idea captured here - a trustworthy guide committed to serving the hero throughout their transformational journey. 

 

 

 

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