Brand Architecture and Lockups
The university’s brand architecture defines the relationships between sub-brands and co-brands of the institution and how and when the logo is used. This page illustrates how that architecture is applied to logo use and our branding policies.
The university has what’s called a branded house architecture for which the Master Brand is the parent brand.
| Master Brand | The university as a whole is represented by our trademarked logo. |
| Sub-Brands | Entities that deliver or support our academic mission. They are required to use the university’s logo or a logo lockup. |
| Subsidiary Brands | Entities with a unique audience, offer or purpose that is less closely aligned with that of the university. They may have a unique logo that can be used above the university logo. |
| Co-Branded Partnerships | Entities formed in partnership with an outside organization. They may have a unique logo that can be used above the university logo and a partner logo. |
| Student and Alumni Organizations | These entities have less responsibility for delivering our academic mission. The level of university endorsement for the group determines its logo use. |
Do not create your own logo
Too many unique identities will dilute the strength and recognizability of the Cal Lutheran brand over time. Marketing and Communications is responsible for creating and maintaining the university's brand identity. No other department may create a unique logo or design mark for any purpose.
To request a specific lockup for your department, office or unit, please submit a Logo Lockup Request.
Master Brand
When we refer to the university’s Master Brand, we mean California Lutheran University, the brand outlined in these guidelines (e.g., Voice and Tone) and the Master Brand logo.
The logos below are the core visual identifier of the institution; they represent our brand promise, personality and values. When used in every communication, the primary logo and its alternate configurations convey the university’s endorsement.
Sub-Brands
For most communications, the Master Brand is the only level of specificity required in branding. However, under the Master Brand umbrella, we have sub-brands to communicate with subsets of our individual audience and represent offers that directly support the academic mission of the university.
Sub-brands include our colleges, schools, programs and initiatives, academic departments, offices, and centers.
If all of those sub-brands had unique identities, it would fragment the university’s efforts to build awareness and recognition. So, our sub-brands need to be recognizably part of the whole and use the Master Brand logos or a logo lockup.
(The term lockup or logo lockups refers to how a sub-brand's name is “locked up” in a position with our logo.)
All units that directly support the university's mission may have a logo lockup, including:
- Colleges and schools
- Centers and institutes
- Undergraduate majors
- Graduate programs
- Offices and departments
- Projects, initiatives and programs
The above units are required to use either the Master Brand logo or a logo lockup on all external communications. A logo or lockup is encouraged on internal communications, but not required. No unit may create their own logo or identifying mark to replace their logo lockup.
Logo lockups include the Master Brand logo (horizontal or stacked) with additional text to identify the sub-brand. All programs, departments, majors, offices, units and projects can be displayed within a lineage (up to two levels) or as the priority. There can be up to three lines of text in any logo lockup.
Lockups have all the same color variations as our logo and the same Position and Spacing guidelines apply.
| Horizontal | Stacked | |
|---|---|---|
| :College or School Priority |  |
 |
| School / Program Lineage |  |
 |
| Department, Graduate Program or Major Priority |  |
 |
| Horizontal | Stacked | |
|---|---|---|
| :Office or Department Priority |  |
 |
| : Office / Unit Lineage |  |
 |
| Unit, Program or Project Priority |  |
 |
External Centers
Some centers primarily serve and communicate with external audiences and they may use a unique logo lockup design.
Examples include Autism and Communication Center, Center for Economic Research and Forecasting and Center for Economics of Social Issues. (Centers with internal activities, such as Writing Center and Center for Student Success, receive the standard logo lockups described above.)
They may use an uppercase typographic treatment in their lockup. This application is limited to centers with external activities and does not include a second line.
Centers are not required to use this application, and for logo lockups with a second line, such as for a program, they may use the standard logo lockup design.
| Horizontal | Vertical |
|---|---|
 |
 |
External centers with longer names may need a four-line lockup, but the text size for the center name will be smaller.
| Horizontal | Vertical |
|---|---|
 |
 |
Lockup Conventions
The visual identity of a sub-brand relies on the Master Brand. Because the university’s logo is the dominant part of a lockup, Marketing and Communications does not restrict access to logo lockups. All university sub-brands can receive one.
A suite of logo lockups is possible for multiple programs under a single sub-brand. For example, the Alumni and Family Relations office has lockups for Alumni, Families, and Alumni and Family Relations.
Subsidiary Brands
There are a handful of entities with a unique audience, offer or purpose that is less closely aligned with that of the university. While substantially supported by the university, they may have brand equity, such as name recognition, that is separate from our Master Brand. These external units are our subsidiary brands.
Examples include PLTS, Hub101, Kingsmen Shakespeare Company, KCLU, William Rolland Gallery, Kwan Fong Gallery, STEAM | Cal Lutheran, California Reading and Literacy Project, Thriving Leadership Formation, SoCal Philosophy Academy, TRIO Upward Bound and the Center for Climate Justice and Faith.
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.
They can use a logo lockup, or they may choose to have a unique logo that incorporates elements associated with the Master Brand (e.g., color and font).
If using a distinct logo, the subsidiary should co-brand its marketing and communications with the university's Master Brand logo. The subsidiary logo can appear above and bigger than the university's. However, extended clear space must be applied when the two are close together.
The co-branding and spacing requirements are also satisfied by having the two logos appear separately on the same piece. For example, the entity logo may appear at the top of a website or flyer, while the Cal Lutheran logo may appear at the bottom.
Co-Branded Partnerships
The university is also involved in special partnership arrangements with other institutions. Because neither institution “owns” the program, we create unique brand identities for the entity while representing the partner institutions separately.
Examples include Project CHESS and Pathways to Teaching.
These entities can be directly overseen by the university or have a separate management structure. However, unlike subsidiary brands, these partnerships may have an academic offer that overlaps with the audience of our Master Brand and sub-brands. Therefore, the only justifications for a co-branded approach are to either emphasize that the entity is separate from the university or that it is jointly operated, which may be a condition of the partnership or funding agreement, or what is deemed the most effective marketing strategy.
They have unique logos that can incorporate elements of our brand, such as colors, but it is not required. The partnership program’s logo should appear separately from our logo and that of the partner organization and may come above them, but the Cal Lutheran logo should be of equal weight to that of our partner.
Student and Alumni Organizations
Student clubs and organizations have less responsibility for delivering the university's academic mission.
The level of co-branding allowed for these groups (and their events and programs) is dependent on the level of endorsement provided by the university.
There are four types of student and alumni organizations recognized:
| University-endorsed | Groups that are sponsored and directly overseen by the university. They are allowed use to use the university name and branding. |
| Nationally-affiliated | Registered student clubs that are part of a national organization. They may incorporate the university name in their logo. |
| Competitive | Registered student clubs that compete at the collegiate level. They can be represented by university branding in competition only. |
| Unaffiliated | Most student organizations are not formally affiliated with or sponsored by the university, apart from being registered as a student club. They may use our school colors only. |
Due to resource limitations, Marketing and Communications is unable to take on any design projects for clubs or student organizations. We’re always here to help if you have questions about brand usage guidelines; any such inquiries should be directed to branding@CalLutheran.edu.
University-endorsed Organizations
These endorsed organizations are sponsored and directly overseen by the university. They can use the university name and branding or have a logo lockup, but they are not required to.
When the organization's branding does not include the university name, they should include the university logo when communicating with external audiences (using extended clear space).
Examples include ASCLUG, GPSC, UEJC, Purple Pit, Presidential Hosts, living-learning communities (University Honors LLC, Global Leaders Community, STEM LLC), Student Ambassadors and alumni affinity groups.
All branding for university-endorsed organizations must be approved by Marketing and Communications.
| Organization logo with university name and colors |  |
| :Organization logo without university name but accompanied by Master Brand logo (with extended clear space) |  |
| Organization using a logo lockup |
 |
Spirit Brand-aligned
Only groups overseen by the Athletics department may use our Spirit Brand instead of Master Brand. Athletics Director approval is required.
Nationally-affiliated Organizations
Not directly overseen or sponsored by the university, but representing national organizations or competing at the collegiate, these groups may not use the university logo.
Instead, they can use their respective organization logos, but the group name should be followed by “of California Lutheran University" or an accepted variation of our name. Do not place the university name in front.
- Allowed: Psi Chi of California Lutheran University, Psi Chi of Cal Lutheran
- Not allowed: Cal Lutheran Psi Chi, CLU Psi Chi
If an organization's constitution specifies an exact alternate wording with the university's name, an exception can be made.
| Standard Written Endorsement | Constitution-specified Endorsement |
|---|---|
 |
 |
Competitive Organizations
Student or alumni clubs or organizations that compete or perform at the collegiate level are granted special use of the university’s brand.
Examples include Dance Team, Hockey Club, Knights Rugby and Model United Nations.
Names of these competitive student or alumni groups should not incorporate the university name or trademarks in any part.
- Allowed: Knights Rugby, Model UN Club
- Not allowed: Cal Lutheran Hockey, CLU Dance
However, when competing, the scoreboard can list the team under our logo and announcers may refer to the team by the school name.
While these groups are not provided a logo lockup, they can be represented by the university’s Master Brand logo or a combined Spirit Mark in competition and uniforms. Marketing and Communications must approve all such uses.
Unaffiliated Organizations
Not formally affiliated with or sponsored by the university, apart from being registered as a student club. This category covers the majority of student clubs and organizations.
These groups may only use brand colors, fonts and icons in their logos or materials. They may not use the university name, logo or other official brand elements.