Lindenwood Brand Identity Guidelines (2025)

SOCIAL MEDIA POLICY Whether managing an official university account or posting as a representative, every piece of social media should reflect who we are and how we show up in the world . You Are a Brand Ambassador—24/7 As a Lindenwood team member, you represent our brand at all times. Be smart about what you share online. Assume anything you post will be public and permanent—even if later removed or made anonymous. Always use good judgment and maintain professionalism when posting about the University. • Do not post confidential or non-public information about: • The University, including financial data, business plans, and growth strategies • Staff, faculty, or student details without permission • Internal meetings or activities unless they are officially shared • You are responsible for everything you publish. Refer to Employee Policies for full guidelines. Profile Guidelines OFFICIAL SOCIAL MEDIA PROFILES MUST FOLLOW BRAND RULES Academic and athletic department profiles must follow specific rules for profile photos and cover images. Only approved versions may be used, and all visuals must align with current brand standards. Be sure the entire logo is visible—it should never be cropped. Do not recreate or use photographs of logos. All university-related accounts must be registered with Marketing and Communications before publishing. Platform Specific Guidelines VFOLLOW FORMAT GUIDELINES FOR EACH PLATFORM Each platform has unique requirements for profile pictures, cover photos, image dimensions, and video formatting. Always adhere to these specs to ensure clarity and professional presentation. Below are the recommended sizes for each platform: FACEBOOK • Profile Picture: 170 x 170px • Cover Photo: 820 x 312px desktop / 640 x 360px mobile • Image Posts: – Recommended: 1200 x 630px – Landscape: 1.91:1 (1080 x 608px) – Square: 1:1 (1080 x 1080px) – Portrait: 4:5 (1080 x 1350px) – Video: 4:5 (1080 x 1350px), landscape video 9:16 for mobile – Stories: 9:16 (1080 x 1920px) – Carousel Posts: 1:1 (1200 x 1200px) INSTAGRAM • Profile Picture: 320 x 320px • Feed Images: – Landscape: 1.91:1 (1080 x 608px) – Square: 1:1 (1080 x 1080px) – Portrait: 4:5 (1080 x 1350px) – Video Posts: 1.91:1 or 4:5 – Stories & Reels: 9:16 (1080 x 1920px) – IGTV: 9:16 (1080 x 1920px) – IGTV Cover Photos: 1:1.55 (420 x 654px) – IG Live: 9:16 (1080 x 1920px) X (TWITTER) • Profile Picture: 1:1 (400 x 400px) • Header Image: 3:1 (1500 x 500px) • Banner Image: 3:1 (1500 x 500px) • Image Post Size: 16:9 (1200 x 675px) • X Moments: 9:16 recommended LINKEDIN • Profile Picture: Min 400 x 400px | Max 7680 x 4320px • Cover Image: 4:1 (1584 x 396px) • Image Size: 1.91:1 (1200 x 627px) • Blog Link Image: 1.91:1 (1200 x 627px) • LinkedIn Stories: 9:16 (1080 x 1920px) TIKTOK Profile Picture: 1:1 (1080 x 1080px) Video Format: 9:16 vertical (1080 x 1920px) Link-in-bio thumbnails: 1080 x 1080px SOCIAL MEDIA DOS & DON’TS FOR SOCIAL MEDIA CONTENT Maintaining Brand Consistency Across Platforms Use this list to guide your social media content creation and avoid common missteps. Use high-res versions of the LU logo or athletics mark Pair visuals with “Discover Your Roar” or supporting taglines Follow platform-specific dimensions for each format Reverse Gold and Black properly on dark backgrounds Coordinate with Marketing before posting branded materials Don’t crop logos or use unauthorized variations Don’t use generic stock photos—always represent real students and campus Don’t ignore brand tone in captions or descriptions Don’t stylize logos manually or add effects Don’t post without prior approval fromMarketing 57 58 LU 2025 BRAND GUIDELINES CONTENT