President Falwell: Taking Steps to Carry Liberty Forward

Liberty University has seen remarkable transformation in its few short decades of existence. Our campus is changing and our programs are changing, but our mission to Train Champions for Christ stays the same. We believe that Liberty is on the verge of making great strides toward the goals announced for the school in its earliest days.

While we have already established brand equity in our current wordmarks, athletic logos, and other visual branding elements, we believe that now is the time to make certain updates to our branding elements — prior to the anticipated advancement of Liberty’s athletic program to the highest levels of NCAA competition over the next few years. We are implementing a more modern, refined, and refreshed appearance without straying too far from Liberty’s classic look. 

Additionally, Liberty University has recently trademarked the use of LU, formalizing our longstanding usage of the mark.  LU best conveys our brand when the official monogram logo of the university is used with its L interlocked with an offset, lower U.  In standard copy text, LU may be used for subsequent references.  In instances where official logo artwork is not practical for a first reference or for the only reference, please contact Marketing for options.  

A sample of our new logos is provided below. The monogram replaces the old athletics logo that included the words “Liberty Flames.” This will eliminate the redundancy that we encountered when outside merchandisers attempted to incorporate both the full name of the school along with the team logo. Now, due to the expanded selection of options, Liberty gear can be produced that uses multiple marks without creating redundant messaging and awkward designs.

In previous years, we have discouraged the use of LU for the sake of building name recognition. Because other universities could also claim LU as their initials, we opted to emphasize our name over our monogram. Now, in light of our explosive growth and expanding national prominence, we feel it is time to adopt the custom of other major universities in allowing our initials to speak for themselves. As we continue to set the bar and lead the way in many athletic and academic endeavors, we are confident that this step will ultimately result in greater brand recognition — when people hear of LU they will think of Liberty University.

I hope you will join me in embracing these new elements, designed to integrate the strength of Liberty’s past with its future. Thank you for the significant role you play in helping Liberty fulfill its mission. Your loyalty, hard work, and support are deeply appreciated.

Jerry Falwell, Jr.






New Brand Guide

The university has produced a new and revised brand guide.

A company’s brand is a critical component of organizational recognition. From taglines to logos, the brand is the image — and reputation — of an organization. For Liberty, our brand is more than a logo or a color. Our brand is our story — a story of determination, vision, perseverance, and making the impossible possible. By staying true to the university’s brand guidelines, you can help tell Liberty’s story.

This brand identity guide is designed to outline the university’s brand, visually and verbally, and to provide the tools necessary to ensure that Liberty’s brand is communicated in a clear, consistent manner. The new brand guide may be referenced at


Save and Use Your Inventory

In the midst of this new branding initiative, please DO NOT dispose of any current inventory. Please use all of your remaining materials such as business cards, stationery, letterhead, office supplies, etc. You do not have to get rid of these items; however, changes must be made for re-orders and all newly created materials.

By using this method of phasing out our current inventory, we hope to eliminate unnecessary waste. Moving forward, the Marketing Department can assist with any questions you have regarding updating inventory. Printing Services also has the necessary information to assist you in acquiring these new items when they are needed.



Email Signatures Will Disappear and Must Be Reset

Updating your email signature is an important step in implementing the new university guidelines. It is imperative that all Liberty employees are displaying the correctly branded signature in their emails for consistency and professionalism.

To ensure that a smooth transition is made among all university employees, every email signature will be automatically cleared tonight. Tomorrow morning Wednesday, March 6, employees must re-establish their email signature to ensure that these changes are made.

To do so, please view the instructions on how to set up your Liberty email signature.



FAQ Page

We have compiled a list of Frequently Asked Questions (FAQ) which is now available. This FAQ page may assist you with both current questions and those that may arise in the future.

If you need further assistance, please email


Introducing Liberty Flames Sports Network

Flames Sports Network (FSN) will soon relaunch as Liberty Flames Sports Network (LFSN) — a national TV and radio network to showcase live Liberty University sporting events. LFSN will be offered beginning September 2013 to broadcast stations in every market, regional cable networks, and national satellite platforms.

The program lineup will feature live football, basketball, and baseball games, as well as other sporting events, occasionally on a tape-delayed basis. LFSN will also feature “College Sports Desk,” a 30-minute daily program with news and highlights from universities across the country, including other Christian institutions. From football and basketball, to baseball, hockey, and soccer, viewers will love listening to or watching America’s largest Christian university battle for victory on the field, the court, and the ice.