Brand architecture

The SFU brand draws strength from its diversity and wide-ranging impact. And given that it is unconventional at its core, the brand architecture model should reflect this.


We established a system that uses a few brand architecture approaches (monolithic, sub-brand and endorsed) to create a hybrid solution for SFU. The system below demonstrates how we identify different SFU units that are organized in a different categories:

The new system ensures clarity where it’s most needed, fuels the brand’s ambition, reflects investment levels across efforts and makes sure that future initiatives can be launched as efficiently as possible.

The outcome of this new approach will increase brand impact and value, and a cohesive effort to deliver the SFU brand promise of engagement and knowledge to improve lives and advance society.

The new system

Why a new approach?

Since the creation of our logo system in 2006, the needs and requirements for logo and brand architecture have increased and changed. Although core academic identities have mostly stayed intact, many new logos and identities have been developed throughout the institution, as shown below. Over time, the result is a fragmented image that dilutes the brand’s ability to build recognition and have an impact in an increasingly competitive landscape.

With an understanding of the future requirements for brand architecture, a new system has been developed that creates both a coherent brand association across all levels of the institution and recognition for SFU as a whole. The architecture also provides flexibility to articulate our diversity and wide-ranging impact.


Logo landscape prior to new architecture system