The road to LMU’s proposed new visual identity began in 2017 with the kick off of a comprehensive brand initiative. The university completed the largest market research project in its history, surveying a wide variety of audiences about awareness and perceptions of LMU. The research findings were discussed widely with the university community and led to the creation of the university’s first-ever brand platform and positioning statement. The visual identity was the next step in the brand development process, the most critical and foundational visual element in LMU’s plans to activate its brand initiative in 2019.
An 11-month discovery, design and consensus-building process, the development of the LMU visual identity was a community-centered, inclusive process, with wide participation across the university’s most critical audiences. In late 2018, it was approved by the President’s Cabinet, a decision that was supported by the LMU Board of Trustees.
The LMU visual identity was designed by Pentagram.