May 9, 2025
East Texas Baptist University President Dr. J. Blair Blackburn has announced the launch of a comprehensive brand refresh. The updated brand reflects ETBU’s commitment to academic excellence, spiritual development, and community impact while enhancing consistency and recognition across all University communications.
Central to the refresh is the introduction of the ETBU Shield. This new brand mark draws inspiration from the iconic cupola atop the Great Commission Center in the heart of the University’s campus. The ETBU Shield adds a meaningful dimension to ETBU’s brand, serving as a symbol of faith, learning, and tradition.
“Our refreshed brand is about honoring our past while positioning ETBU for the future,” said ETBU President J. Blair Blackburn. “The ETBU Shield adds to our identity in a meaningful way, enhancing our Christ-centered mission, while our traditional marks continue to serve as recognizable symbols of the University.”
While the Shield enhances the University’s brand presence, long-standing symbols such as the University Seal, ETBU Spirit logo, and Texas Tiger logo will remain active and prominent. These beloved emblems continue to represent the University’s strong legacy in academics, athletics, and student life.
This brand update includes refinements to institutional logos, typography, and color palettes, all designed to ensure a unified and professional visual identity across academic, athletic, and marketing communications. A carefully managed and consistent visual identity strengthens ETBU’s image and clearly communicates its story to students, alumni, and the broader community.
Visual elements such as color, imagery, typography, and logos are among the most recognizable components of the ETBU brand. Their cohesive application ensures the University is represented with clarity and distinction in every context.
For more information about the ETBU Shield and brand guidelines, visit etbu.edu/branding.