Identity Hierarchy

Within our overall visual system, we’ve established a set hierarchy for how various marks should be used. The following hierarchy serves to guide which marks appear most often throughout the spirit brand. Additionally, this hierarchy should be used when providing assets to vendors and media outlets for use.

Primary Mark

Secondary Marks

Wordmarks

Our wordmarks are bold, graphic treatments that create a clear, consistent and memorable identity. The representation of the words “Cal Lutheran”, “Kingsmen” and “Regals” become visual symbols of Cal Lutheran Athletics. They incorporate unique structural elements to create a powerful look that distinguishes our wordmarks from those of other universities. The wordmarks have been specially designed and cannot be re-created through typesetting.