Atmospheric video showing life at Azusa Pacific University.
The APU Brand
Join Us in
Living the Brand
At Azusa Pacific University, our mission to impact the world for Christ is at the heart of our brand. It is how we share our story, live our values, and distinguish ourselves in a diverse marketplace. Each of us, in our unique roles, plays a vital part in how people experience APU—and, ultimately, in how they encounter Christ through our community. A legacy of lifelong transformation and eternal impact is being written through you.
Higher Calling
As APU employees, we unite in purpose to actively engage in the mission of this university knowing that our contributions advance Christ’s Kingdom. Through the transformative education that APU provides, our students discover their higher calling and graduate ready to make an eternal impact.
Brand Strategy
At APU, our brand is more than a logo or color palette—it’s a dynamic expression of our Christ-centered mission, our commitment to academic excellence, and the transformative impact we have on our students and the communities we serve. The APU brand system is cohesive and adaptive—anchored in a strong verbal and visual foundation, yet designed to adapt. The Institutional brand establishes our core identity, while each sub-brand is thoughtfully transformed to resonate with its audience, allowing for nuance without compromising unity.
Brand Core
These foundational elements serve as a compass that unifies our community and differentiates us in a crowded higher education landscape.
Brand Experience
The APU experience is shaped by what we value, how we cultivate community, and the outcomes we pursue for every student.
Brand Voice
Our Brand Voice guides us in speaking as a unified university, even as our message is shared by many different people. It helps build trust, connection, and credibility with those we serve.
Brand Identity
Our visual presentation reflects who we are. Our logos, colors, and typefaces form a cohesive system that creates a recognizable, trustworthy presence and helps distinguish APU in the higher education landscape.
Brand Tools and Resources
As brand ambassadors, each of us has a significant opportunity to champion the brand and increase APU’s influence for maximum impact. Below are the tools you need for creating communications with clarity and authenticity across every touchpoint. Together, we can ensure that every expression of our brand strengthens our connection to those we serve while advancing the mission and purpose of APU.
For external-facing materials, contact [email protected] for assistance.
How Will You
Live the APU Brand?
Every role at Azusa Pacific contributes to our shared mission. Whether you teach a class, coach a team, care for our facilities, or support students behind the scenes, you play a vital part in delivering on our Brand Promise: Lifelong Transformation. Eternal Impact.
Living the APU brand means more than following guidelines—it means embodying our values, reflecting Christ in your work, and helping shape a culture where students can thrive. As you review the material on this site, take a moment to reflect on how you, in your unique role, can faithfully protect and promote the APU brand through your daily actions, decisions, and presence.
Advancing the Brand
Global Engagement: Carter Mendes ’27 Acts as a Role Model in the Dominican Republic
Alumni Feature: Kaitlin Hook ’12 Lifts Others’ Stories Through Marketing Campaigns
APU School of Education’s First Study Away Opportunity in Zambia Teaches Importance of Ubuntu
Global Engagement: Julissa Sanchez ’26 Spreads Love and Joy Through Kinesiology in Uganda
Global Engagement: Gracie McDonald ’27 Connects with Others Through Youth Ministry in South Africa
Business Students Experience Exponential Growth Abroad on L’APEU Trip
