Sam Gross designs University logo and the Auggie Eagle Spirit Mark

As part of the work of transitioning from “Augsburg College” to “Augsburg University,” staff worked with professional designers — some of them, Augsburg alumni — to create an Augsburg University logo and a restored seal.

The Augsburg University logo was designed by Springfield’s Samuel Gross ’99, who also designed the Auggie Eagle Spirit Mark. The objectives for the logo design were to convey Augsburg’s academic strength, honor its Lutheran faith tradition, and express Augsburg’s diversity and impact in the community and around the world.

It was important for the new university logo to feel similar to the Augsburg College logo — in order to preserve and build upon the positive associations people already have about Augsburg. The result is a logo that is both established and dynamic, one that represents Augsburg’s long academic tradition and its relevance now and into the future.

Along with the name change, Gross was presented an opportunity to refine and enhance the Auggie Eagle spirit mark, originally created by Gross when he was a student. Gross studied studio art and art history at Augsburg College, is a former graphic designer intern at Augsburg College, and is former art director and graphic designer at Newhall Klein, a design and marketing company. Today, Gross owns a design firm — 144design — that has created logos and brand identities for numerous colleges and universities, sports teams, and corporate clients.  A graduate of Springfield High School, Gross resides with his family in Maple Grove.  He is the son of Dave and Mary Gross, former Springfield residents, now residing at Starbuck.  The name of Gross’ design firm — 144design — was inspired by Sam’s father, David Gross, and his business name, 12 Dozen in Springfield. Just as 12 is called a “Dozen,” 144 is also known as a “Gross.”