Ceremonial mark, university logo, spirit mark, athletic mark

Our brand development initiative reaches a milestone as the proposed new logo and visual identity system is ready for community feedback. The identity debuted to the LMU community at two open forums.

This project is a major component of the brand initiative, a comprehensive, multiyear effort led by Marketing and Communications to elevate LMU’s reputation and visibility. The proposed new identity is not the brand, but it is the first visual expression of our brand position: Creating the World We Want to Live In.

The proposed identity embodies our shared heritage and values, our tradition of academic excellence, and our bold aspirations for the future.

The collaborative process to discover and shape our brand began in 2016 with market-perceptions research, including the largest institutional survey in LMU history. Research is the backbone of our brand strategy, which articulates LMU’s distinctive qualities and positions us in a competitive higher ed landscape. The logo system will reinforce those qualities in a set of marks that are memorable, compelling and distinctively LMU.

The system also integrates university and athletics marks and introduces a unified color palette for the entire institution, including Athletics and the Law School.

This undertaking is the university’s first comprehensive visual identity redesign in nearly two decades. Our current identity was designed in 2003, in a communications culture defined by fax machines and photocopiers. The new system introduces clean, contemporary lines, and bolder graphics that communicate as clearly on social media avatars as it does on business cards.

Community participation is critical to the success of the comprehensive LMU brand initiative. Marketing and Communications encourages everyone to preview, discuss and provide feedback on the proposed new identity. A logo exhibit will be displayed in University Hall beginning in mid-October, and a feedback survey is open.

See more details about the visual identity system, including typography and color palette, here.