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Southwest Launches Dynamic New Logo Rooted in Tradition and Innovation

Seminary of the Southwest is excited to announce the creation of a new institutional logo to represent the seminary on multiple contexts. The logo, developed in conjunction with the creation and implementation of the campaign to raise funds for the soon-to-be opened Harrison Library and new Learning Complex, is a modernized and elegant revision that emphasizes further the icon that has been featured in all Southwest logos since its founding, the Cross outside Christ Chapel.

The logo change will officially take effect on the first day of classes for the fall semester, August 28, 2023.

“How appropriate that the fresh presentation of the beloved seminary cross in the new logo happens at the same time we occupy the re-conceived spaces in the Bishop Dena Harrison Library and new learning complex, ” said the Very Rev. Cynthia Briggs Kittredge, Dean and President. “The lyrical contemporary design conveys Southwest’s confident and faithful outlook for the future.”

The primary change to the logo involves the the prominent circular icon. Designed to be effective in both print and digital spaces, especially social media, the one-color design uses negative space to represent the Cross outside Christ Chapel, as well as a pathway leading to and beyond it. The intention is to welcome the viewer toward the Cross, and then to continue their journey beyond. The official logo appears in two orientations, square and horizontal. The circular icon will appear independently as well.

“The excitement surrounding the launch of this new logo is palpable, and the timing of it is quite intentional,” said Eric Scott, Vice President of Marketing and Communications at Seminary of the Southwest. “We couldn’t think of a better time to make this change than when the Bishop Dena Harrison Library and new learning complex is coming on line. This is a significant and joyous time here at Southwest, and an inflection point in the worlds of both theological and counseling education.”


The horizontal layout of the new Southwest logo

“Since it was built in the early 60’s, the purpose of placing the Cross outside Christ Chapel was to remind our students and community that their ministry and work is in the outside world, and not limited to within the walls of the Chapel,” said Scott. “We feel this new logo – with its focus on usage in both new and traditional media – honors that poetic and thoughtful decision, and adds emphasis to the concept even more.”

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