Lindenwood Brand Identity Guidelines (2025)

LEGACY LOGO Recognizing the rich history and tradition of Lindenwood University, our legacy logos honor the University’s past while remaining relevant to those who connect with our roots. These logos maintain a formal, prestigious tone using Bembo, a classic serif typeface. While not intended for general marketing, they play an important role in ceremonial, historical, and alumni-related communications. 01 PRIMARY LEGACY LOGO This was the original institutional mark and served as the university’s main logo until the recent refresh. It features a vertical layout and the full wordmark “Lindenwood University” in Bembo. This logo remains highly relevant for historical, ceremonial, and donor-facing materials. 02 SECONDARY LEGACY LOGO A simplified horizontal version of the primary legacy logo, designed for use when space is limited or layout requires a different composition. This variation maintains strong brand presence while offering flexibility for constrained spaces such as banners, email headers, or digital placements. 03 LEGACY MARK/ICON A minimalist version of the interlocking LU monogram icon, ideal for small-scale branding such as stationery, profile pictures, or commemorative items. When used alone, it must always be paired with “Lindenwood University” nearby to ensure clarity and reinforce brand recognition. PRIMARY LEGACY LOGO Use this version when representing the University in historical or ceremonial contexts such as alumni communications, vintage items, or official correspondence. LAYOUT Vertical format COLOR OPTIONS Gold, Black, and White (use white only on black/dark backgrounds) MINIMUMWIDTH (PRINT) Black | 1.625 Gold | 1.875” White | 1.875” CLEAR SPACE REQUIREMENT The clear space around the logo should be equal to the capital height in the word “LINDENWOOD” displayed below as “x”. DOs & DON’Ts (Specific to Primary Legacy 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 graphic 1.625” 1.875” x x x x x LEGACY LOGO 25 26 LU 2025 BRAND GUIDELINES BRAND