ST. PAUL, Minn. - Concordia University, St. Paul has unveiled a revamped visual identity that unifies the university's brand with the launching of a new lettermark logo – CSP.

The year-long process, which included research and input from athletics, administrators, graphic design students and respected local graphic designer Michael Skjei, eliminates confusion among other university identities as Concordia seeks to increase its visibility and standing in a crowded Twin Cities higher education market.

"The end result is a design that fits with the historic application of CSP as well as a contemporary look and feel that elevates our brand," said Jason DeBoer-Moran, director of university marketing and communications.

The new look, which features a block CSP in slab serif font, replaces the interlocking CU logo previously used by Golden Bear athletic teams. A distinguishing element of the new design is an embedded cross that symbolizes Concordia's Lutheran heritage. A brighter color of gold has also been adopted as part of the rebrand, replacing Vegas gold. Navy blue remains as the dominant color.

"Our visual identity both as a university and athletic department is certainly enhanced by this clean and bold new look," said Concordia Director of Athletics Mark McKenzie.

All Concordia sports teams will adopt the new look this fall, while field, court and facility markings will transition in due time.

Concordia's institutional logo, which features the icons of a cross, quill, globe and human being – all placed within an asymmetric window – will remain as the university's primary visual mark.