APU Brand Core and Experience
We Are Courageously Faithful
Brand Ethos—Who We Are at Our Core
At Azusa Pacific University, we are called to courageous faith—to stand firm in our convictions. Together we pioneer a new model of Christ-centered education, where academic rigor, spiritual formation, and community engagement come together to create a holistic, transformational student experience. It empowers us to embrace our roles with hopeful expectation, knowing that our contributions not only advance the success of Azusa Pacific, but also further Christ’s Kingdom in this world.APU’s Foundation
Our brand foundation is composed of the enduring institutional identity statements that guide APU forward.
Building a new model of Christ-centered education at APU
The Nehemiah Initiative encapsulates APU’s vision to deliver transformational, Christ-centered higher education. Guided by our strategic objectives, we regularly evaluate and refine our educational pathways to achieve excellence, enabling us to lead our industry and create a lasting impact for those we serve.
Azusa Pacific University is an evangelical Christian community of disciples and scholars who seek to advance the work of God in the world through academic excellence in liberal arts and professional programs of higher education that encourage students to develop a Christian perspective of truth and life.
APU’s mission articulates our core purpose and reason for existence. It provides a clear focus that guides decisions, strategies, and actions, aligning institutional goals with our Christ-centered values and vision.
Christ | Scholarship | Community | Service
APU’s Four Cornerstones serve as guiding values that shape our culture. Aligned with our vision and mission, they define what we stand for and inspire our community to work toward a unified purpose.
God First
These two words exemplify a guiding principle for us that captures and focuses our commitment to God as we devote ourselves to providing the highest levels of education and service to our students, our community, and the larger world.
Lifelong Transformation.
Eternal Impact.
Brand Promise—What We Deliver
A Christ-centered higher education at APU is a transformative experience that renews your mind, ignites your heart, and deepens your relationship with Christ. Here, you’ll discover and develop the unique talents that God has placed within you, learning to faithfully put them into practice. You’ll advance personally and professionally, emerging as a courageous leader passionate about making a difference in the world for the cause of Christ. APU remains committed to your success, providing pathways to opportunities that empower you to respond to your calling throughout all stages of your career and seasons of life. What you do with the gifts you’ve cultivated, the wisdom you’ve gained, and the relationships you’ve built will create ripples that reach far beyond you, leaving an eternal impact in the communities you serve and the lives you touch.
Our Brand Experience Framework
The alignment between our values, our culture, and our student outcomes is what makes the APU experience distinct. By embodying our core values in all we do, we cultivate a thriving Christ-centered culture that equips students to grow in faith, think critically, lead with character, and stay connected for life.
Student Outcomes
Spiritual Formation
At the heart of the APU experience is a deep and growing relationship with Jesus Christ. Through discipleship, worship, and academic faith integration, students are invited to center their identity in Christ. This foundation not only shapes how they live and lead but also grounds them with purpose and hope as they navigate an ever-changing world.
Career Impact
Students at APU are equipped to think critically, communicate clearly, and solve complex problems. Our academic programs are distinguished by a commitment to rigorous scholarly engagement integrated with practical, real-world applications. Shaped by world-class faculty, our graduates are equipped to excel in their fields and make meaningful contributions to society. They don’t just pursue careers—they pursue callings, guided by wisdom and integrity.
Alumni Engagement
The sense of community at APU doesn’t end at graduation—it grows stronger. Our alumni network is a testament to the lasting relationships, shared faith, and purpose-driven experiences that define an APU education. Alumni remain engaged with their alma mater, mentoring students and hiring graduates. Students leave knowing they are forever part of a supportive, Christ-centered community that continues to invest in their growth long after they’ve left campus.
Servant Leadership
We believe that leadership is ultimately about service. That’s why students are challenged and empowered to lead with humility, compassion, and courage—reflecting the character of Christ. Whether in boardrooms, classrooms, hospitals, or pulpits, our graduates lead with competence and character to bring light, healing, and hope to the world around them.
Join Us in Living the Brand
Explore tools and resources to ensure that every expression of our brand strengthens our connection to those we serve while advancing the mission and purpose of APU.