Paine College, a private Historically Black College founded in 1882 and located in Augusta, Georgia, has officially launched a bold new brand identity. The rebrand, unveiled at the college’s First 100 Days Celebration, was led by our team at Peralta Design. Home of the Lions and a member of the Southern Intercollegiate Athletic Conference (SIAC), Paine College continues to embrace its heritage – proudly represented by its school colors, purple and white, and its enduring motto: Rejoicing in Hope.
The Vision for Change
When Dr. Lester McCorn took the helm as President of Paine College, he made it clear that it was time to refresh and unify the college’s visual identity. The last rebrand took place in 2009, and over the years, various iterations of the college’s logo had emerged, creating inconsistency and weakening public recognition. Dr. McCorn sought to align the college’s outward appearance with its renewed mission and growing momentum.
That’s where we came in.
At Peralta Design, our rebranding process always begins with discovery – a deep dive into the institution’s values, history, and community. We engaged with faculty, students, and staff to understand what Paine stands for and how its story should be told visually. A key takeaway from our time on campus was the prominence of the Gilbert-Lambuth Memorial Chapel, a historic and spiritual centerpiece of the college. It now proudly anchors the new Paine College logo and the redesigned Presidential Seal.
“It was important for us to represent the new direction and emerging brand identity of Paine College by establishing a set of new logos. It was equally important to have a top flight, first-class, and trusted firm lead this project for us. Peralta Design was the perfect partner in the process. Ramon and his team captured PC’s future vision and our historic symbols in a new, crisp, and dynamic fashion. As an iconic HBCU located in Augusta, we are thrilled about our new logos. The images are very consistent with the vision of the Lion PRIDE.”
Why Rebrand?
For Paine College, the rebrand addressed specific challenges:
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- Inconsistency: Multiple versions of the logo were used interchangeably across departments.
- Strategic Alignment: A new administration brought a shift in vision that needed a brand to match.
- Community Reconnection: A fresh, unified look helps energize alumni, attract donors, and boost recruitment.
More broadly, colleges and universities may rebrand to:
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- Modernize an outdated image
- Reflect academic growth or institutional changes
- Stand out in competitive enrollment markets
- Rebuild trust after reputational challenges
- Unify after mergers or restructuring
- Differentiate themselves in a crowded higher ed landscape
Augusta, The Masters, and a Memorable Experience
As part of the project, I had the privilege of visiting the Paine College campus during Masters Week, a pilgrimage moment for any golf fan. President McCorn extended a warm invitation to join him at Augusta National, and it was truly a once-in-a-lifetime experience. He proudly wore a newly embroidered Paine College golf vest, featuring the updated logo, drawing admiration from everyone we met on the grounds.
We lunched in the Trophy Room, shook hands with the legendary Jack Nicklaus, and even caught a glimpse of Condoleezza Rice, the club’s first African American female member. The history, exclusivity, and tradition of Augusta National are awe-inspiring and it sits just minutes from the Paine College campus.
What many don’t know is that Paine students often work the tournament, serving as spotters or helping with concessions. The egg salad sandwich is still famously $1.50, and the sense of legacy is felt throughout the grounds.
It became clear that this project is about more than just logos or visuals – it’s about connection. A deeper relationship between Paine College, the Augusta community, and Augusta National is beginning to take shape, and we’re honored to help lay the foundation.
Looking Ahead
At Peralta Design, we believe that strong brands are built on authentic stories. Working with Paine College has been a privilege, and we’re excited to watch this new era unfold.
If your institution or organization is considering a rebrand, we’d love to help. Visit https://hire.peralta.design to schedule a free branding consultation and take the first step toward launching your own brand transformation.