Principia College unveiled its new brand identity during Homecoming Weekend, replacing its long-used “athletic P” with a redesigned emblem rooted in the school’s history. The updated logo is inspired by archival designs, reflecting the college’s effort to present a more authentic and distinctive identity to current and prospective audiences.
The idea for the new logo emerged from a deep dive into Principia’s past. During the rebranding process, the marketing team collaborated with Grown Creative, a design agency, to explore sketches by campus architect Bernard Maybeck and other historical publications. They eventually discovered a 1934 Girls’ Athletic Association board member pin that captured the essence of the school’s spirit. The pin inspired the new emblem, which is described as “a balance between honoring tradition and embracing possibility.”
According to the marketing team, the rebrand aimed to better represent who Principia College is today and how it wants to be seen in a competitive admissions landscape.
“When we came in, the centers were the number one consideration,” said Steve John, director of marketing and communications. “We got the centers squared away and then started thinking about the bigger [picture].”
Marketing Specialist Chris Ajuoga said the process began about eight months ago with a review of the college’s messaging. “Our first task was looking at brand positioning, who we are, and understanding what we are in the market,” he said. After evaluation, the team realized the college’s visual identity didn’t fully reflect its values.
Additionally, John said the old “P” logo became the de facto symbol across campus but lacked intention or meaning. The marketing team wanted something that truly reflected Principia’s identity.
John emphasized that the timing of the rebrand came as Principia faced a shifting higher education landscape marked by enrollment declines and growing competition. Rather than blend in, the college saw an opportunity to reintroduce itself with a clearer and more confident identity. He described it as a moment for “a sense of urgency, not panic,” to stand out in what he called a “sea of sameness.”
“We’ve got an incredible institution here that the world just doesn’t know about,” John said. “Now’s the time to put our best foot forward… to announce and invite the world to find out who we are.”
To bring that vision to life, the marketing team formed a committee with representatives from academics, student life, athletics, admissions, and students to ensure the rebrand reflected the broader campus community. The group reviewed multiple design concepts and provided feedback throughout the process.
Assistant Professor of Art Dan Kistler said he wished there had been more time to give feedback about the new design, emphasizing that some of the more complex graphics could have been simplified for easier use. He noted that a few instances have already shown how the design can be difficult to reproduce clearly across materials.
As the design rolled out, the new brand has sparked conversation across campus as students, faculty, and staff adjust to the college’s refreshed look.
Kistler said the design gives Principia a more distinct academic identity. “We honestly didn’t have anything that was used for all the different academic things. We had stuff for sports … and then along came the athletic P, and that kind of replaced everything,” he said. “I think that was the wrong message, because it made us look like we were just an athletic school.” He added that the new logo provides Principia with a more unified system, something the college never had before.
That sense of unity also resonated with athletics. Women’s soccer Head Coach Samuel Thomas said the new brand “ties the entire campus together” after years of using different logos. He also added that the redesigned panther represents the broader campus community, not just sports.
“The previous panther was very aggressive and intense, and that was good for athletics alone,” he said. “But this panther’s meant to represent the entire campus together.”
Many students also share the same view as Thomas. Some described the full-body panther as “cute,” while noting that it’s missing a leg. Others have been more critical of the redesign, saying the new “P” feels too modern compared to Principia’s traditional look.
As the college continues rolling out the new design online and across campus, the emblem stands as both a nod to Principia’s history and a symbol of its future. To support the transition, the marketing team said they are working to ensure the transition feels seamless, strategically updating signage, publications, and digital platforms with the new logo.
