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Nancy Lane, Content Strategist

Southwestern Assemblies of God University (SAGU)

[email protected]

For Immediate Release

WAXAHACHIE, TX – April 29, 2024 – With the upcoming name change from Southwestern Assemblies of God University (SAGU) to Nelson University, we proudly announce the launch of an officially updated brand mark. This new logo system weaves the threads of our rich history and legacy and a modern academic look that will visually propel us into the future.

The new logo features a specialized serif font chosen for its regal and academic association. The wordmark is customized with a diagonal juncture between joining letters to play off the charging lion’s movement and the shield’s diagonal shapes. The shield behind the lion’s head pays homage to Shield of Faith Bible School – established by Reverend Guy Shields in 1931 – which was one of the three schools that merged to create Southwestern Bible Institute, which later became Southwestern Assemblies of God College (1963), Southwestern Assemblies of God University (1994), and now Nelson University (2024). Incorporating this element not only honors the past but also symbolizes the resilience and fortitude that have defined Nelson University throughout the evolution of its name. 

Central to the logo is the iconic lion mascot, a symbol of strength, courage, and pride.  The “Judah the Lion” symbol was created by the university marketing department in 2013 as an athletic logo and integrated into the brand guide as an official university brand mark in 2015.  It has since become a pillar of the brand and a symbol that both academics and athletics commonly use to represent their respective areas. Unsurprisingly, Nelson University will continue to be represented by the charging lionhead in the days ahead. 

In terms of color scheme, the brand retains the regal purple that has characterized the University for many years. A dignified gray will become a new primary color instead of the sunsetted gold. Additionally, occasional campaign-specific accent colors will highlight the purple and gray, signifying the traditions and pillars that make the University distinct while adapting to the changing landscape of higher Christian education. 

“We are thrilled to introduce our new logo, which visually represents our University’s values, heritage, and aspirations,” says Steve Fiedler, Director of Marketing. “By blending elements from our past with a fresh and modern design, we believe this logo will become a recognizable symbol of Nelson University for many years to come.”

Photo: Past and present iterations of university branding throughout the decades.

We are filled with renewed energy and purpose as we embrace the new brand mark as a university. This reimagined brand identity will catalyze innovation, collaboration, and growth, inspiring students, faculty, staff, and alums to continue equipping students in a Spirit-led environment to discover their God-given talents so that they can take the whole gospel to the whole world. 

Stay tuned for further updates as we continue to update our brand and campaigns this summer. While the new university logo has been unveiled, please note that the development of the athletic logo is still underway as we ensure excellence and brand clarity across all aspects of campus life. With the new logo at the forefront, Nelson University is poised to make a lasting impact, shaping the leaders of tomorrow and leaving an indelible mark in the landscape of higher education. 

About the University: Southwestern Assemblies of God University (SAGU) is a private Christian university established in 1927 by P.C. Nelson. SAGU is currently in the process of becoming Nelson University. The University is located 30 minutes south of the Dallas/Fort Worth Metroplex in Waxahachie, Texas, and offers more than 70 associate, bachelor’s, master’s, and doctoral degrees on campus or online. For more information, visit or by calling 1-888-YES-SAGU.

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