Loyola University Chicago's Graphic Identity Program applies to all university print and online communications to establish and maintain a consistent public image of Loyola University Chicago that reinforces its promise, mission and vision. This Graphic Identity Program governs proper use of the following elements:

• Loyola University Chicago name
• Loyola Promise
• Official university logo, ceremonial logo and wordmark
• School colors, typography, photography and paper

Ensure a Strong Identity
An institution's distinctive image and identity is built up over time, through the consistent use of its name and logo, as well as through an established graphic system that can include authorized colors, typefaces and the like.

Elements like The New York Times' masthead and McDonald's® distinctive M logo are just a few of the many familiar ways that corporations and institutions establish and build strong recognition and identity among their target audiences and customers, and throughout our society. In so doing, these elements become as valuable as the company's financial assets and just as critical to protect.

We also own—and benefit from—our own image and identity "assets." Since 1870, our name, Loyola University Chicago, has achieved significant recognition and respect throughout this city—and well beyond. Over the years, our logo, with the more recent addition of "Chicago's Jesuit University," and our official university colors of maroon and gold have become the well-known and well-respected "trademarks" of Loyola University Chicago.

Build Recognition
Maintaining and building awareness of the university often begins with simple repetition. The more times that prospective students, donors, alumni and other key audiences hear "Loyola University Chicago," the more likely they will think of us quickly and often. The addition of "Preparing People to Lead Extraordinary Lives" further reinforces our Promise with both internal and external audiences.

Ensure Differentiation
This is not the only university (or Jesuit school) that uses "Loyola" in its name; others include: Loyola Academy, Chicago; Loyola College, Maryland; Loyola Marymount University, Los Angeles; and Loyola University New Orleans. Because our university also recruits students and raises funds nationally and internationally, simply identifying ourselves as only "Loyola " rather than as "Loyola University Chicago" risks confusion with other Loyola-named schools—and prevents us from taking advantage of one more opportunity to emphasize our unique identity.

Everything. Any print or online communication, whether it is intended for internal or external use.

Everyone. Every department, division, school, center or unit in the university needs to apply these standards to all of their print or online communications.

The Promise is a unifying and organizing principle. It is a way in which every individual and every individual unit within Loyola University Chicago may apply the mission of the university and relate his or her own work to "Preparing People to Lead Extraordinary Lives." Eventually, everyone at Loyola University Chicago should be able to say the Loyola Promise, "I prepare people to lead extraordinary lives by ______."

Graphic standards are simply a tangible, visible means for making sure that all aspects of the university are bound by the same Promise, and that we are consistently communicating that Promise through all of our print and online materials. A portion of the standards also applies directly to the use of the Promise itself, to ensure that it is, itself, used with consistency.

Identity & Design at the Division of University Marketing and Communications
Staffed by professional graphic designers, I & D manages the university's overall Graphic Identity Program on a daily basis and also provides professional design consultation and support.

General questions about the university's graphic standards should be directed to:

• Identity & Design at the Division of University Marketing and Communications: 312.915.6213
• or e-mail Mark Beane: mbeane1@luc.edu.

Several university offices manage marketing and communications projects for key strategic areas such as student recruitment, fundraising, alumni relations, etc. These include: Advancement Communications, Graduate/ Professional Enrollment Management, Marketing Communication Services and Undergraduate Enrollment Management.

If your school and/or department is already working with or assigned to these offices, they will ensure that your project complies with the university Graphic Identity Program. It is not necessary for you to separately contact Identity & Design for assistance or approvals.