Lindenwood Brand Identity Guidelines (2025)

INSTITUTIONAL LOGO LOGOUSAGE Institutional (Primary, Secondary, Icon) These logos are the cornerstone of our external marketing and communication efforts. They reflect our refreshed brand identity, optimized for today’s digital age. The primary mark, secondary variations, and icon are versatile and adaptable, making them ideal for everything from websites and social media to print materials. 01 PRIMARY LOGO This is our main logo mark, featuring a rectangle layout that includes the full wordmark “Lindenwood University.”It should always be the first choice when representing the University externally. Its design ensures legibility and impact across all formats—from large banners to small digital thumbnails. 02 SECONDARY LOGO A simplified, centered horizontal format of the logo used when space is limited or layout requires a different composition. This variation maintains strong brand presence while offering flexibility for use in constrained spaces such as mobile apps, social media headers, or small-scale print. 03 ICON “LU” MARK A minimalist representation of our brand identity. Ideal for social media profiles, app icons, and other small-scale uses. When used alone, it should always be paired with “Lindenwood University” nearby to ensure clarity and reinforce brand recognition. Our main university mark, featuring a rectangle layout that includes the full wordmark “Lindenwood University.” It should always be the first choice when representing the University externally. PRIMARY LOGO LAYOUT Rectangle format COLOR OPTIONS Full-color, Gold, Black, and White (use white only on dark backgrounds) MINIMUMWIDTH 4-color process build | 1.625” wide Black | 1.625” Gold | 1.875” White | 1.875” CLEAR SPACE REQUIREMENT The clear space around the logo must equal the capital height of the word “UNIVERSITY” in the sheared rectangle (see “x”) This ensures legibility and visual prominence. DOs & DON’Ts (Specific to Primary Logo) Use high-res files from Asset Den or Creative Cloud Libraries Reverse the logo on dark backgrounds Pair with tagline or supporting copy Don’t crop, stretch, or resize improperly Don’t add effects, textures, or drop shadows Don’t surround the logo with other competing graphics SHEAR 15° 1.625” 1.625” 1.875” x x x x x x x x 11 12 LU 2025 BRAND GUIDELINES BRAND