Commencement Seal Refresh

Rooted in tradition

Academic ceremonies are traditions handed down from the Middle Ages. They represent formality and offer a sense of officialness, often resulting from the university seal (or crest, as some refer to it as). Frequently stamped in gold foil, seals emote pride–in ones self and in the university. In the early 20th century, presidents commissioned the seal artwork.

Like brands, it is still common for seals to be refreshed from time to time. In the case of Capella University and Strayer University, both brands went through a refresh in 2020 that left the seals feeling fragmented from the new experience. I balanced commencement tradition, new brands, and changing traditions of the ceremonies themselves in 2020 to create new seals.

Process and exploration

To start, all options were on the table. I considered what an ultra modern take would look like on these universities. However, in the end, it made most sense to retain a traditional feel. We were aware of the fact that seals most commonly appear on diplomas and diplomas convey trust and credibility. Keeping a balance of modern and tradition was important. Both university presidents were involved in finalizing the work.

Final Versions

Capella University

This elements from the existing seal are arranged in a way that tells a story. It’s idyllic and modern, but still has traditional elements. This version features two stars of equal weight, which is representative of the Capella constellation.

Strayer University

This is a modern update of the current seal. It contains the laurels which are traditional commencement elements. The typography and seal have been updated to reflect current branding.

Coming to a diploma near you!

Design: Jennie Soucheray // Art Direction: Kate Bateman and Jake King