LMU Loyola Law School's new visual identity is a comprehensive, integrated system of colors, typography and marks that was launched in 2019 as the visual distillation of the university’s brand, Creating the World We Want to Live In. The system unifies LLS and the other six LMU colleges into a coordinated, consistent program that presents a united university with impact.
Compelling and memorable visual identities take years to build, requiring uniformity and discipline to be successful. The elements outlined here highlight the key graphic tools available to express an aligned and cohesive system that seeks to elevate the university’s brand and reputation. Used with care, these tools ensure that our image retains its integrity.
The university's visual identity is composed of four integrated marks: the primary logo, the ceremonial mark and the spirit mark. While the marks are integrated and aligned with purpose, they are not interchangeable. Understanding the appropriate placement and usage of each mark is part of the system’s governance and guidelines.
"Mark" is just another name for logo, and in our new identity, there are four that visually integrate to form a complete system: a redrawn university seal; a shield that extracts from the seal as a stand-alone mark; a lion spirit mark that extracts from the seal and shield graphics; and a redeveloped LMU arch logo for Athletics.