Saint Anselm College Logo Re-Design - Will Twadell

This slideshow is my college Thesis wrapped into 1 piece. It features my logo re-design for Saint Anselm College and the style guide for the theoretical new logo mark.

1. SAINT ANSELM COLLEGE
LOGO RE-DESIGN
Designed by Will Twadell

2. 1.0 Brand Introduction
1.1 Brand Mission
1.2 Brand Purpose
2.0 Logo Design Concept
2.1 The Logo Mark
2.2 Logo Variants
2.3 Logo Variants
Continued
2.4 Logo Inverted
2.5 Logo Lockups
3.0
Color
3.1 Color Pallete
3.2 Logo Color Usage
3.3 The Logo In Action
3.4 Mockups
CONTENTS
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

3. Saint Anselm College has a long history, dating back to its
inaugural year in 1889. Today, the prestigious liberal arts school is
home to two-thousand plus students and provides a rich and
thriving academic experience, as well as nineteen varsity sports
teams that compete in the NCAA across Division II and Division I.
The current logo no longer fully represents the college’s evolving
community, values, and aspirations. Saint Anselm has the
opportunity to modernize its visual identity to better resonate
with students, alumni, and prospective families, helping to align its
public image with its goals.
BRAND
INTRODUCTION
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

4. Through research into successful collegiate
rebranding efforts, as well as the fundamentals of
logo design, I will argue that a new redesigned logo
not only modernizes the college's image, but
enhances school spirit by offering a visual identity
that people can get behind.
BRAND
MISSION
Although rebranding efforts may initially appear to
be solely for aesthetic purposes, I aim to create a
logo that reunites the community with a visual
symbol that mirrors the school’s potential and
values.
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

5. Modernizing the college’s logo provides new
opportunities and avenues into branding, athletics,
merchandise, and so many other aspects. Diving into this
commitment could exponentially benefit the school’s
community outreach in terms of prospective students,
athletes, parents, alumni, faculty, donors, and beyond.
With the help of brand development, marketing, and
social media, this logo could become a symbol of
familiarity and pride in Saint Anselm that has never been
achieved before.
BRAND
PURPOSE
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

6. THE LOGO
DESIGN CONCEPT
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

7. SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

8. The new logo for Saint Anselm College centers around a redesigned
hawk, reintroducing the school’s longtime mascot as the primary visual
symbol. It reflects traits like intelligence, ambition, and
strength—characteristics that embody the Anselmian spirit. The design is
modern and sharp, featuring clean lines, pointed corners, and a slightly
expanded color palette that adds depth while staying true to the college’s
traditional navy, white, and gray. The logo includes both a bold hawk head
mark and a full-body version, along with updated wordmarks to ensure
versatility across academics, athletics, and marketing. Overall, the new
mark aims to unify the college’s identity, honor its history, and present a
forward-looking image to inspire pride and recognition.
THE
LOGO MARK
Welcome Back!
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

9. LOGO VARIATIONS
The first variation is a simplified, single-color outline
version of the hawk, designed specifically for use
on light backgrounds. Its minimal style maintains the
logo’s integrity while ensuring clarity and versatility
across print, apparel, and digital formats where a
cleaner or more subtle presence is needed.
Single Color Outline #1
The second variation is the full primary logo,
intended as the main representation of the Saint
Anselm brand. It features the detailed, full-color
hawk mark and is versatile enough to be used
across nearly all mediums—whether academic,
athletic, or promotional—while maintaining a
strong, unified identity.
Full Primary Logo #2
The third variation isolates the top of the hawk’s
feather as an abstract, secondary logo. This
subtle, modern graphic serves as a clean
alternative for more compact applications or
branded moments where a full mascot isn’t
necessary but visual identity is still important.
Hawk Feather Mark #3
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

10. The design style of the new Saint Anselm logo is bold,
clean, and intentional, combining modern aesthetics with
meaningful symbolism. The hawk features strong angular
lines and sharp contours, giving it an assertive and
focused look that captures the ambition and spirit of the
college. Subtle detailing around the eye and beak adds a
sense of intelligence and determination, creating a logo
that feels both powerful and refined. The careful
attention to contrast and line weight ensures that the
design remains clear and impactful at any size—whether
on uniforms, merchandise, or digital platforms.
THE
DETAILS
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

11. SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

12. SCRIPT LOCKUP
STACKED LOCKUP
LOGO MARK
Optimal Uses:
Apparel | Uniforms | Email Signatures | Letterheads
SCRIPT TYPEFACE
Optimal Uses:
Branding | Packaging | Merchandise
BOLD TYPEFACE
Optimal Uses:
School Branding | Icons | Clothing Labels | Merchandise
LOGO MARK
LOGO
LOCKUPS
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

13. COLOR
PALETTE
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

14. COLOR
PALETTE
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03040506
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I never intended to alter the color palette significantly, but by
incorporating an additional shade of blue, I believe it contrasts effectively
with the deep navy blue and adds more depth to the logo overall.
PRIMARY COLOR PALETTE
The secondary palette of athletic gray and crisp white serves to
complement and balance the boldness of the blues. Together, these
supporting colors offer adaptability across a wide range of
applications—from uniforms and merchandise to printed materials
and digital assets.
SUPPORTING COLOR PALETTE
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

15. LOGO
COLOR USE
The logo’s color variations are designed for maximum
versatility and clarity across different backgrounds. The
single dark blue version is ideal for light backgrounds,
while the white version is best used on dark or colored
surfaces to maintain strong contrast. The secondary
hawk feather logo is more flexible and can be adjusted in
color to suit various applications without losing its visual
impact. This adaptable approach ensures the brand
remains consistent and recognizable in any setting.
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

16. THE LOGO
IN ACTION
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

17. PLACE MOCKUP HERE
SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

18. PLACE MOCKUP HERE
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SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

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SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

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SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

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SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

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SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL

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SAINT ANSELM COLLEGE LOGO RE-DESIGN WILL TWADELL