University Marketing Communications

SFA Regents approve new logo, advertising campaign

February 13, 2014

The Stephen F. Austin State University Board of Regents approved a new graphic identity and an ad campaign that will be seen on billboards and in malls throughout East Texas and in the Houston and Dallas areas. The designs were viewed by regents and discussed during a special session Monday.

SFA began conducting research one year ago to provide data for a marketing initiative to increase awareness of SFA and establish the university as a top choice for outstanding students in Texas and beyond.

"The goals of the rebranding campaign are to increase enrollment, recruit and retain high-caliber students, increase positive statewide perceptions of SFA, recruit and retain world-class faculty and staff members, reinforce internal pride in the university and motivate alumni and donors to invest in the university," said Jill Still, vice president for university advancement.

The logo was designed by the Richards/Carlberg agency, based in Houston. Chuck Carlberg is the agency principal and said that SFA is evolving, and the logo should reflect that.

"Graphically, SFA reads much more clearly in the new logo," Carlberg said. "With our new brand and distinct SFA purple, we will gain an awareness and a look that is as smart, clean and up to date as our university."

The current SFA logo has a star that indicates the location of the university in Nacogdoches, and Richards/Carlberg proposed keeping that as a feature of the new logo, along with the outline of the state of Texas and the university colors – purple and white. In the new logo, the "Nacogdoches star" appears in the middle of the "A" in "SFA." The logo approved Monday is very similar to the version proposed at the January board meeting, but the edge of the letter "A," which extends outside the eastern border of the state, has been refined.

A primary concern for most college students is being able to find a job after graduation. The SFA research showed that prospective students who think of SFA as a great place to go to college aren't always sure what academic programs are available at the university.

"Our new advertising campaign also will focus on educating prospective students and the general public about the areas of study available at SFA, and the fact that an SFA education provides outstanding career preparation," Still said.

The university will begin using the new logo when the trademark process is complete, and the new ad campaign will begin in the spring.