About the Brand Initiative

Our brand is what we stand for in the hearts and minds of the people we are trying to reach, influence and move to action.

Branding 101: An Introduction to LMU's Brand Development Initiative

LMU’s brand is more than our logos, colors and marketing campaigns. It’s our essence. It's the sum total of perceptions that people have about our institution. When strong, our brand creates a memorable, emotional connection that inspires engagement, loyalty and trust.

In 2017, LMU began a multi-year brand development initiative to elevate LMU's academic reputation and visibility. Through careful research and thorough consensus-building, LMU articulated its first-ever brand platform, distilled into our positioning statement, Creating the World We Want to Live In.

Our comprehensive visual identity redesign was the first major expression of our brand strategy, with a logo, type and color strategy that celebrates both our rich history and our bold future. Messaging tools provide additional inspiration and guidance for consistent, bold storytelling.

What's New?

In the 2022-23 academic year, LMU has been preparing to launch "Ignite a Brighter World," a bold and far-reaching brand campaign. The initiative will rally our internal community and will do so much more: influence our academic rankings, inspire alumni engagement and giving, support enrollment goals, and help us recruit and retain the students, faculty and staff who enliven our mission. See how our campaign is coming to life.

The Brand Starts with You

The brand initiative is ongoing, and involves all members of the LMU community. As LMU faculty, staff, students and other friends, we are all ambassadors and stewards of the LMU brand. The guidelines and tools on this website are a starting point for all of us in our shared work to maintain and evolve the LMU brand in the direction of our ambitions.