Lindenwood Brand Identity Guidelines (2025)

02 03 COLOR & TYPOGRAPHY Lindenwood University’s visual identity is built on a strong foundation of three core colors: Gold, Black, and White . These define our external brand presence and ensure clarity, recognition, and unity across all marketing materials—from digital platforms to print communications. EACH COLOR PLAYS A SPECIFIC ROLE: • Gold represents tradition, excellence, and pride. It is the heart of our brand and should appear prominently in all branded communications. • Black provides contrast, structure, and visual weight. It serves as the anchor for body copy, headlines, and backgrounds— offering a clean, bold foundation that supports Gold. • White acts as a neutral base and is used primarily for text reversals on dark backgrounds or minimalist design elements. It enhances readability and ensures balance when working with Black and Gold. Together, these colors create a cohesive, professional look that reflects the strength and sophistication of the Lindenwood brand. LINDENWOOD GOLD CMYK 30, 31, 69, 2 RGB 182, 162, 105 WEB #B5A36A WEB/DIGITAL GOLD RGB: 133, 117, 66 HEX: #857542 LINDENWOOD GOLD TINTS 0–100% BLACK TINTS 0–100% BLACK (DIGITAL) CMYK 0, 0, 0, 100 RGB 0, 0, 0 WEB #000000 RICH BLACK (PRINT) CMYK 60, 40, 40, 100 RGB 0, 0, 0 WEB #000000 WHITE CMYK 0, 0, 0, 0 RGB 255, 255, 255 WEB #FFFFFF COLOR GUIDELINES DOS & DON’TS (COLOR USAGE) Use Gold (#B5A36A) prominently in all marketing. Always use official builds— never approximate. Use #857542 for white text on Gold in digital contexts to meet accessibility standards. Reverse Gold or Black properly on dark backgrounds to ensure legibility and clarity.. Don’t use Rich Black (CMYK 60, 40, 40, 100) in digital formats—it does not render well. Don’t manually substitute or alter colors —always use approved files from Asset Den or Creative Cloud. DIGITAL ACCESSIBILITY GOLD For digital accessibility, especially when using white text on top of Gold, we recommend using a darker shade of Gold (#857542). This ensures sufficient contrast and meets WCAG standards for digital screens. A consistent color palette and typographic system ensure clarity, recognition, and a unified look across all university marketing materials . Gold, Black, and White form our foundation, while Obviously and Trade Gothic define our modern voice and readability. LU 2025 BRAND GUIDELINES BRAND 36 35