Brand Platform

A brand platform creates a hierarchy to clearly and consistently articulate how we talk about LMU, and why it matters. LMU's brand platform was developed from the distillation of 12 months of market research, the most expansive research initiative in our history. The brand platform is a living document that establishes a foundation for our identity and core messaging. It serves as a framework for all internal and external communications.

Text of the brand platform

Brand Mantra - Creating the World We Want to Live In

LMU's brand mantra or positioning statement is our rallying cry, a north star to shape our communication about LMU. The positioning statement is an expression of how we meet the needs of the audiences we are trying to attract and influence in a way that other colleges and universities don't.

Ideas Behind the Mantra

"Creating the World We Want to Live In" speaks to what we do and why we do it. As a Jesuit university in Los Angeles, LMU blends the best lessons of a storied past with an optimistic spirit of discovery to shape a rapidly-changing world for the betterment of all.

  • Speaks to the deep history of the University and its tradition of always seeking academic excellence
  • Reflects our Southern California culture of creativity and innovation
  • Emphasizes LMU's Jesuit tradition of pursuing justice and creating a better world for all
  • "World" reflects our global outlook; though we are in and of Los Angeles, our impact knows no bounds

Brand Pillars

The brand pillars distill LMU's many diverse strengths and distinctions into 3 themes that form the core of our brand.

Know How, Know Why

A moral imperative compels us to pursue lives of meaning and purpose with compassionate minds and intelligent hearts. Our quest for truth and justice propels rigorous intellectual and creative exploration.

California Dreaming & Doing

Our sense of place locally and globally inspires us. We thrive in the world's epicenter of creativity--where the diversity of thought, culture, religion, and language interconnect.

Innovation & Imagination

We are change makers. We embrace new ways of learning and thinking, motivated by a restless desire to do more, enkindled to transform the world for the betterment of all.


Traits that guide tone of voice and visual expression







Proofs of parity: Strong yet non-differentiating pride points

Catholic, Jesuit, Marymount Traditions

As one of the nation's prestigious Jesuit institutions, the LMU community is steeped in the philosophy of "women and men with and for others."

Diversity & Inclusivity

Interculturalism is a defining characteristic of the LMU campus community and an essential source of academic excellence.

Student Experience

LMU's commitment to helping students maintain optimal intellectual, physical, mental, and spiritual wellness is an integral part of the University's DNA.

Location in Los Angeles

The world's most diverse city, L.A., offers unparalleled access to business, industry and culture.

Beautiful Campuses

LMU's campuses are a source of daily inspiration and a reflection on Earth's beauty.