Abilene Christian University recently launched a new brand and external campaign following two years of listening, research and planning.
The effort was designed to more clearly articulate what distinguishes ACU and strengthen how the university tells its story to current students, prospective students, families, and alumni.
“At its heart, a brand is who we are. It defines and communicates what’s true, meaningful and different about us,” said Sharon Ayala, vice president for marketing. “At ACU, we are a community shaped by faith, driven by purpose and defined by people who care deeply about what we do and who we serve. This new brand is about showing up with greater clarity, consistency and confidence in every message we send.”
The university’s marketing team partnered with Dark Horse Insight to better understand how ACU is experienced. After more than 3,600 study activities and interactions and 6,000 minutes of interviews, several top strengths emerged:
- Mentoring relationships with faculty
- A place where Christian faith is at the center
- Safe community within a safe community
- Compelling undergraduate research story
- Unique value that merits the cost
The branding includes a new tagline for ACU: “Immeasurably More,” rooted in Ephesians 3:20. “It captures what to expect about ACU – in the classroom, in relationships and in the ways this place shapes what’s possible for your life,” Ayala said.
Nominee, a strategic brand studio, worked with the university to evolve and expand its identity. The new brand will guide how ACU tells its story across recruitment, advertising, communications and other university touch points.
“Since our founding in 1906, we have always been bold – seizing opportunities, leveraging wisdom and discernment to take appropriate risks, refusing to settle for what’s easy over what’s right, and ultimately trusting God for the outcomes,” said Dr. Phil Schubert, ACU president. “Today, we are leading with courage to grow the impact and footprint of ACU, so as many people as possible can have the uniquely life-changing experience that we know takes place here.”
The new brand updates include a redesigned seal, expanded color palettes, new typography and flexible guidelines that can be used across a range of contexts.
Learn more at acu.edu/more.
– Wendy Kilmer
Sept. 15, 2026