On Wednesday, Marketing launched a new brand for ACU, focused on expressing what is “true, meaningful and different” about the university.

Marketing began research for the brand in 2024 by interviewing over 500 individuals and focus groups of students, faculty, staff and community members to hear their thoughts on what ACU is.

Sharon Ayala the vice president for marketing said that in their research they concluded four pain pillars that make up ACU: established, relational, courageous and transformational. These four pillars then influenced every aspect of the rebranding process.

Ayala said that the goal of rebranding is to provide a framework for how the school presents itself to the world through shared language and tools such as taglines, design guides, color palletes and more.

“We’re updating all of our prospective student materials and brand communications,” Ayala said. “That’s our first priority and then we’ll start rolling through all of our other touch points. This will be a multi-year process, just because there’s a lot of cost to updating in brand. There’s things literally in stone on campus that have to be updated.”

One of the new taglines is “immeasurably more,” Ayala said, which comes from Ephesians 3:20.

Ayala said that one of the struggles with rebranding the university is that people often have a mentality that to understand ACU you just need to try it out, however this is a hard thing to sell to prospective students.

“Immeasurably more, the tagline is meant to get out ahead of that,” Ayala said. “Immeasurably more is about the fact that ACU is the kind of place that’s so full of surprises and unexpected opportunities, kind of in every category, in every way and the experience that happens here is so much more than what students expect.”

Ayala said that as far as she knows there has never been an official branding of ACU. She said she hopes that this will provide better guidance and consistency across the board.

For example she said that one of the most common shirt colors she sees on ACU shirts is lavender, however the school never chose it as an official color. The brand will now include several shades of purple to match what those connected to the school actually want.

Dave Fymbo, the creative director said the rebrand provides consistency across the board so the school can bring back alumni and attract future students.

“ACU is not changing.” Fymbo said. “We’re just changing the way that we’re showing up to the world, in a way that hopefully everybody can rally behind.”