Primary Mark

The shield within the ceremonial mark — the university seal — is the foundation of LMU's primary logo. The university logo is the most prominent mark in the visual identity system. Our logo is iconographic and represents a sophisticated system of synthesized lock-ups (graphic marks combined with wordmarks). The logo bridges the ceremonial mark and the spirit mark, achieving visual integration.

The LMU primary mark logo using symbolism from our Jesuit and Marymount founding orders

The logo conveys core institutional and academic values, contemporized and simplified so that it functions across digital platforms and devices. Symbolism from our Jesuit and Marymount founding orders and our spirit mark bring 500 years of history into a contemporary graphic.

The primary logo is the most commonly used logo in the LMU visual identity program, and the entire university community is encouraged to use it. It is LMU's graphic identity to external audiences, used in applications such as marquee signage, advertising, print and digital communications, apparel and the university's business package. It is available to download for immediate use in accordance with LMU graphic standards.

Clear Space

Adequate clear space for the primary mark is defined as the cap height of the M extended around its perimeter. No other graphics or text should interfere with this area.

Diagram for clear spacing requirements around the Primary Lock-Up

Minimum Size

The minimum size of the primary mark is 0.5 inches. There is no maximum size use.

Primary Mark minimum size set to 0.5 inches

Incorrect Use

Incorrect uses of the primary mark are shown below. Incorrect usage rules apply to all marks in the LMU identity toolkit.

Incorrect Primary 1

Don't disproportionately scale vertically or horizontally.

Incorrect Primary 2

Don't alter the size relationship between any elements.

Incorrect Primary 3

Don't crop any parts of the mark.

Incorrect Primary 4

Don't rotate the mark.

Incorrect Primary 5

Don't alter the shape or positioning of any elements.

Incorrect Primary 6

Don't rearrange components within the mark.

Incorrect Primary 7

Don't add a drop shadow.

Incorrect Primary 8

Don't add additional artwork or outlines around the mark.

Incorrect Primary 9

Don't use unapproved colors.

Incorrect Primary 10

Don't interchange any of the colors.

Incorrect Primary 11

Don't display at less than 100% opacity.

Incorrect Primary 13

Don't place the logotype over a busy or complex photograph.

Incorrect Primary 12

Don't change or omit the white areas between colored elements.

Incorrect Primary 14

Don't make the colored elements white. The white "Sticker" version of the mark is different.