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The LMU visual identity system contains graphic marks, wordmarks and combinations that form lock-ups.
In most cases, the best choice is the University Logo. We’ve built strong recognition of the acronym “LMU,” and using this lock-up helps reinforce that equity in a clear, colloquial way.
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To promote consistency, only a core set of LMU logo lock-ups is available for download on our site. Every department should already have access to a full suite of approved lock-ups. If you don’t, reach out to your embedded MarComm partner or contact MarComm.
If you need a custom arrangement for a constrained space—like a pen imprint or name tag—LMU Marketing, Communications, and External Relations can help determine the right option and provide the correct file type.
Please don’t attempt to create your own logo lock-up by piecing together existing assets. This weakens our visual system and dilutes the LMU brand.
Need a logo you don’t see? Just ask; we're here to help.
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Customized social media profile images for LMU organizations, departments and programs are available for use by official accounts that have been approved by the LMU social media team. Social media images are made to spec by Marketing, Communications, and External Relations. Contact the MarComm professional for request a social media profile image for your unit.
Learn more about social media at LMU.
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The Athletics mark was created to build support and awareness for LMU’s Division I sports programs. It is strictly reserved for use by Athletics and in approved retail settings. It should never be used in place of the University Logo by academic units, administrative units, and student organizations.
If you're promoting a school spirit-related initiative and want a more “spirited” visual identity, consider using the Spirit Mark or a Spirit Mark lock-up, as these are designed to reflect LMU pride while keeping our brand system unified.
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Seals are powerful symbols of academic reputation. LMU’s ceremonial mark is reserved for formal, academic, and institutional purposes only. It appears on items like diplomas, regalia, honorary degrees, and high-level university communications.
In nearly all other cases, the University Logo should be used instead. The shield featured in the University Logo is derived from the seal and serves as its more versatile, brand-forward counterpart for everyday use.
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LMU has reached a point in its branding journey where the acronym is widely recognized and understood. To continue building that awareness and equity, we recommend using the University Logo (acronym) across most applications.
The University Logo is more legible at small sizes, more versatile across digital and print formats, and reproduces more cleanly on apparel and merchandise. When selecting a logo for your department or program, start with the University Logo.
The full name logo is still correct and may be used in formal or legacy contexts, or marketing in geographic areas outside of Los Angeles.
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The Spirit Mark is designed for less-formal applications that promote school pride and LMU spirit. It may be used for student-facing programs, spirit-driven initiatives, and in Athletics-related contexts.
Spirit Mark usage must follow LMU graphic standards and is available for download. If you're unsure whether it’s the right fit for your project, contact your MarComm partner for guidance.
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Choosing the right file type depends on how you’ll be using the logo:
- EPS: Best for print projects. EPS files are vector-based, meaning they scale cleanly and are ideal for high-resolution uses like banners, signage, or promotional products.
- PNG: Great for digital use. PNGs support transparency and are perfect for web graphics, presentations, and documents where a clean background is needed.
For color, use:
- PMS (Pantone) colors for professional spot-color printing.
- CMYK for full-color printing.
- RGB for screen-based use like websites and presentations.
For full details on LMU's official color formulas, visit our Color Palette page.
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LMU’s official typefaces - Metric (sans serif), and Lyon/Lyon Display (serif) - bring consistency and polish to our visual identity. All official university logos are built using these typefaces.
If you're working with a digital template (like letterhead or PowerPoint) that relies on fonts installed on your computer, use these free system font substitutes:
- Use Arial in place of Metric
- Use Georgia in place of Lyon and Lyon Display
These substitutes are widely available on both Mac and PC, and they’re the recommended choices for office communications, editable templates, and university stationery. If you would like to use Metric or Lyon on your computer, you may purchase and install a licensed version of the fonts.
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Yes, the LMU business package is printed on Classic Crest Recycled Bright White, made from 100% recycled fiber.
Classic Crest Recycled Bright White is one of the highest quality and most environmentally-friendly paper stocks available. It is certified by the Forest Stewardship Council (FSC), an organization whose mission is to promote and enhance well-managed forests through credible certification that is environmentally responsible, socially acceptable and economically viable.
LMU’s business package has been printed on Classic Crest Recycled Bright White since 2003.
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To strengthen LMU’s brand and ensure consistency across all communications, all university programs, schools, centers, and initiatives are expected to use official LMU logo lock-ups.
Custom or legacy logos developed outside the visual identity system should not be used. If you believe your program is a unique exception, reach out to your MarComm partner to discuss options or next steps.
Using a unified visual identity helps LMU stand out and build lasting recognition in a competitive higher ed landscape.
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LMU refreshed its visual identity in 2019 to strengthen brand recognition, unify campus communications, and better reflect the university’s bold, forward-looking mission. The updated system allows LMU to stand out in a crowded higher-ed landscape while staying true to its values and character.
The redesign was informed by extensive research, peer benchmarking, and a robust campus-wide engagement process. Thousands of community members—including students, faculty, staff, alumni, and donors—shared insights through surveys, listening sessions, and working groups. That feedback shaped every stage of the design, ensuring the final identity reflects LMU’s diverse voices and shared purpose.