LMU's new visual identity system is the graphic distillation of the comprehensive university brand initiative, which began in 2017 with the largest market research and perceptions study in university history and the first-ever LMU brand platform.

A memorable and effective identity takes years to build, yet, it can quickly erode through a failure to protect and accurately implement the elements that define it.

The elements outlined here highlight the key graphic tools available to represent and express a unified image to the world. Used with care and imagination, these new tools will ensure that the our image will retain its impact and consistency for years to come.