Lockups

This page defines and illustrates the different layers of the brand architecture. Please contact University Marketing to request a specific lockup for your unit.

Master Brand

This represents the single expression of the brand promise, personality, and values. The primary logo and its alternate configurations identify every communication endorsed by the university.

Primary Tier

Primarily, components of the institution that directly support its mission. These include: Colleges, Schools, Departments, Programs, Centers, and Offices.

Entities use the master brand logo with text identifiers.

Centers may use a unique typographic treatment with the university logo.

Secondary Tier

These entities have existing equity with a targeted audience or provide a non-academic offer. They may be directly overseen by the university or have a separate management structure.

These entities have unique logos, but incorporate colors associated with the master brand, and should appear separately, co-branded with the master brand logo.

Tertiary Tier

Student organizations that have less responsibility for delivering the university's academic mission.

Endorsed organizations

Sponsored and directly overseen by the university. These groups can, but are not required to, use the logo, select university marks, and trademarked university language.

Affiliated organizations

Not directly overseen or sponsored by the university, but representing national organizations. These groups can use their respective organization logos, but names should be followed by “of California Lutheran University.” They may not use the university logo. If an organization's constitution specifies an exact alternate wording with the university's name, an exception can be made (see example).

Unaffiliated organizations

Not formally affiliated with or sponsored by the university. These groups may only use the brand’s colors in their logos or materials. In certain cases, non-affiliated organizations may be endorsed with the master brand logo. However, special permission from University Marketing is required.