The University Inn becomes a brand.

University Vice President for Academic Affairs, Joe Seneca, agrees to transfer the Continuing Education Center to Continuous Education and Outreach late 1996. 

In spring 1997, Division of Continuing Studies professor, Dr. Richard Novak, tasks his graduate course students with conducting a marketing study. One of the recommendations is to change the name. A marketing firm is  engaged to construct an entire visual package that includes a new name, the University Inn and Conference Center, and, a signature leaf logo, a nod to the lush Lindenwood landscaping.