January 31, 2020

‘The Next Giant Leap’: Purdue unveils evolved brand

It takes lots of small steps and persistence to make giant leaps.

Purdue University is rolling out an evolved brand to further unify how the Purdue story is told by the campus community, focused on Boilermaker determination and achievements toward building a better world together.   

The University officially launched the new brand platform — “The Next Giant Leap” — on Thursday (Jan. 30). The brand platform, which includes a new visual identity and narrative to strengthen the University’s storytelling, is an evolution of the Giant Leaps Sesquicentennial Campaign, which concluded in October.

The goal of the evolved brand is to highlight both the small steps and giant leaps the University community is taking in one unique, compelling and consistent voice. The development of the evolved brand was guided by the University’s core values, Purdue Moves and the success of the 150th anniversary celebration.

“The Purdue University brand is both strong and precious, representing sustained excellence, grit, innovation, collaboration, balance, impact and value,” said R. Ethan Braden, vice president of marketing. “We all have a duty to deliberately and consistently position, promote and protect it through our actions and our communications. With its insights, narrative and updated visuals, ‘The Next Giant Leap’ provides a flexible vehicle to do that across different audiences for the years to come.”

The new brand narrative emphasizes the unique combination of persistence, innovation, collaboration and value evidenced at Purdue throughout its residence halls, classrooms, labs and beyond.

Throughout our history, generations of Boilermakers have left their mark. In small steps and giant leaps.

And today, we continue in those footsteps. Because the world still faces tough challenges. The adventure still lies ahead. So we keep learning. We keep going.

We keep going with every tiny epiphany that comes from the thrill of discovery. We keep going with each unexpected realization that uncovers new knowledge and possibility. We keep going because it’s what keeps us going.

Persistent in our pursuit of innovation, again and again and again. We leave nothing untried, nothing untested and nothing undone. It’s why we work harder here. Why we strive to be our best, so we can become the best.

Because we are the instigators of progress. It’s what we live for. And it’s what we’re here for. Always, always, taking the next step, together. Because every giant leap starts with one small step.


The effort was led by the Office of Marketing and Media and its University-wide Brand Council, composed of top marketers from the colleges and major departments. It included six months of studying the Purdue brand through the eyes of prospective and current students, parents, faculty and staff, alumni, employers, peer institutions as well as quantified social listening.

Striving for greater harmonization and a “One Purdue” approach, the brand platform features a refined color palette and a new University logo, incorporating the popular “Motion P,” used predominantly by Purdue Athletics in the past. New brand standards, policies and resources can be accessed on the brand website.

Colleges and departments will transition to the evolved brand throughout 2020 as they update digital assets and replenish stationery, signage and other branded materials.

Faculty, staff and students are encouraged to use one or more of the following hashtags to social media posts with Purdue content: #TheNextGiantLeap, #MySmallStep, and #MyGiantLeap.

Questions can be directed to purduebrand@purdue.edu.

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