Martin Luther College introduces new brand and logo
Gradual implementation begins in November 2025
Martin Luther College (MLC) has unveiled a new brand platform that includes a reimagined logo mark and updated messaging. The reveal of the new brand comes after more than a year of concept work, focus groups, and research with more than 1,200 high school and college students.
The rebrand is an outcome of MLC’s Project Sunrise, a multi-year effort to improve the college in three key areas, one of which is branding and outreach.
“The primary purpose is to tell the beautiful story of the gospel ministry ever more boldly, widely, and winsomely,” says MLC President Richard Gurgel.
The updated suite of logos includes an institutional logo used for business and marketing, an official seal, and a version using the abbreviation “MLC” with a nostalgic nod to the college’s logo during many of its years as “Dr. Martin Luther College” (1884-1995). The Knights athletic logo will not change at this time. The new brand platform includes a defined color palette, updated typography, and related graphics.
The brand messaging speaks directly to students with the tagline, You: Knighted for Ministry. Brand messaging describes the specialized equipping for ministry that happens at MLC and the camaraderie students experience that lasts well beyond their time on campus.
The following strategies guided the creation of MLC’s new brand platform:
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Focus on public ministry vs. the college itself. The mission of public ministry drives MLC, and MLC’s branding reflects this outward purpose.
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Speak to prospective students, MLC’s future Knights. We keep our focus on the next generation of called workers in the Church, ensuring that every message speaks directly to them, supports them, and encourages them in their future calling.
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Ground our efforts in research and data. We rely on research to understand what aspects attract prospective students to MLC and use that research in our messaging.
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Differentiate vs. compete. MLC is unique in mission, and we differentiate ourselves from other institutions by highlighting what sets us apart. We focus on the value and impact of our distinctive approach to ministry education.
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Be compelling, unique, and winsome. We carefully choose language that draws prospective students in, speaking to their aspirations, calling, and the transformative experience MLC offers. Our messaging is designed to engage, inspire, and invite them to be part of something greater than themselves.
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Students, faculty, staff, and supporters of MLC will begin to see the new logo and messaging deployed in various places, including in college communications. Gradual implementation will ensure the most cost-effective approach, culminating with a redesigned website in 2026.
President Gurgel acknowledges the strong foundation built by others who served under varying institutional names and logos since the inception of WELS ministerial education.
“With gratitude for our heritage, we move forward, united in our purpose to support and equip students studying for public ministry,” he says. “Then, having prayed and worked and told our story faithfully, we will watch with confidence as God raises up the next generation of called workers, equipped with the full armor of God, knighted for ministry.”
The MLC rebranding process was supported by generous donors and included research performed by Blueprint Schools and BWF, graphic design by Southpaw Design, and motion graphics video by Goldwing Productions and AML Design.
Go here to view video explanations of the new MLC brand.
