UNIVERSITY OF LA VERNE

Identity Style Manual

Knowledge • Service • Vision

Dear University of La Verne Colleagues,

Over the years, University of La Verne has enjoyed growth and accordingly has grown into a more complex
organization composed of numerous undergraduate and graduate degree programs, as well as academic and
administrative departments located on central campus and regional sites. While such growth is welcome, it
can also create divergent views among key audiences in the greater community about University of La Verne.

The University of La Verne’s visual identity externally reflects not only its style and character, but also its
traditions, strengths and values. Internally, our visual identity conveys a sense of pride and commitment to a
common mission. Our comprehensive visual identity will help unify and strengthen communications from the
institution and its component parts by projecting a message of cohesiveness.

In order to achieve a consistent identity for University of La Verne, I have charged the Office of Institutional
Image with the responsibility of creating and maintaining an Identity Style Manual. The Identity Style Manual
has been developed to ensure consistent use of the university’s logo and other marks in the media and on our
stationery, business cards, signage and publications.

With these graphic standards, we will convey to our many audiences a single, recognizable identity and
image of academic excellence that is in keeping with our mission of building a healthy environment that
encompasses values orientation, community and diversity, lifelong learning and community service.

I am asking the campus-wide community to adopt and follow the guidelines found in this manual. They
are designed to provide you with the flexibility and guidance to achieve your department goals, while furthering
the entire university’s mission within the region and beyond.

My thanks in advance for your support and cooperation.

Sincerely,

Steve Morgan
President, University of La Verne
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 TABLE OF CONTENTS
A Message from President Stephen Morgan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Statement of Purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Identity Style Manual Usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Trademark Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

I. GRAPHIC ELEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
a. The Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
b. The Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
u Ratio for Vertical Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
u Ratio for Horizontal Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
c. Signature Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
d. Three-Color Logo Combination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
e. One-Color Logo Combination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
f. College of Law Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
g. Spirit Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
h. Inappropriate Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
u Color Noncompliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
u Logo Ratio Noncompliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-7
u Logo Alteration Noncompliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
u Logo Placement Noncompliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
i. The Seal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
j. Positioning Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

II. ONLINE STANDARDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9-10

a. World Wide Web Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9-10

III. STATIONERY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
a. Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
b. Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

IV. PUBLICATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
a. Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
b. Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
c. PowerPoint Presentation Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
d. Preprinted Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
e. Newsletters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
f. News Releases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

V. CONTACT ROSTER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

VI. APPENDIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14-15

VII. GLOSSARY OF TERMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16-17

June 2005
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 STATEMENT OF PURPOSE
We trust that you share our commitment to the total quality and consistency of the University of La Verne’s identity and
image. In the event you wish to produce your own publications and communications you will be responsible for
meeting certain standards of excellence. The purpose of the Identity Style Manual is to emphasize the necessity of
university identification and to reinforce the advantages of using university marks of identity to clarify the
university’s image to key audiences and industry segments. Our coordinated family of marks, used in conjunction
with consistency, applied color, photography and other elements, will provide the University of La Verne’s visual
communications with an unprecedented unity and focus.

IDENTITY STYLE MANUAL USAGE

The Office of Institutional Image created this manual to help those individuals who design and produce
communications that represent the University of La Verne. The Identity Style Manual explains the proper use of
University of La Verne’s signature, logo, seal and other elements of our institutional identity system. This
manual encompasses most every aspect of graphic identity including signature, logo, publications and
advertisements.
Of course, no guide can cover all possible situations and the Office of Institutional Image can assist you with any
subject matter not addressed in this manual. If you have suggestions on items to be included in future issues of
this manual please send them to the Office of Institutional Image at image@ulv.edu. We want to stress that the
Office of Institutional Image must, prior to any production, approve any use of the signature, logo, and seal to
ensure accuracy of the established graphic standards.

TRADEMARK POLICY STATEMENT

University of La Verne has registered or otherwise protected the names, initials, logos, symbols, insignias, trade
names, service marks, and trademarks (collectively “Trademarks”) of the University. The University has delegated
the responsibility for maintaining, managing and licensing all merchandise, premium items and other products
(referred to collectively as “Products”) that bear University trademarks to the Office of Institutional Image.
Products bearing those Trademarks and distributed for resale, as premiums or for any other purpose, are subject to
the licensing requirements of this Policy.
The mission and purpose of this Trademark Policy Statement is to:
• control the use of Trademarks that have come to be associated with the University of La Verne, protect all
University Trademarks from unauthorized uses, and facilitate the process of granting authorization for
legitimate internal and third-party use of University Trademarks;
• require that the University secures a legitimate and reasonable royalty for the use of its Trademarks that
generate revenue for the University;
• promote the University in a consistent and uniform manner to protect the University's reputation, name
and image by permitting only appropriate uses and assuring that only quality products bear the
University's Trademarks, and protect the consumer from inferior products bearing University
Trademarks.
Any individual, organization or company wishing to use University of La Verne's marks must be licensed and shall
be regulated by the University of La Verne Office of Institutional Image.

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 GRAPHIC ELEMENTS
The University of La Verne’s logo has been redesigned to enhance our institutional identity. The University of
La Verne logotype was formatted in such a way that it reflects our position as a 21st century university.
THE SIGNATURE
The official signature of the University of La Verne, ULV logo and the University of La Verne logotype, needs to be
positioned and proportioned in a specific way. Spacing and size relationship between the logo and the logotype have
been carefully established so that the University of La Verne identity will remain consistent in all applications.
THE LOGO
The University of La Verne’s name should be used with the logo. The ULV logo may be used in stand-alone applications
when used as a graphic element, appearing in various forms on or within your publications. For exceptions, call
the Office of Institutional Image at (909) 593-3511, Ext. 4524.

u RATIO FOR VERTICAL LOGO USAGE

The ratio for vertical logo usage should always be at least 1” inch in width on all major recruitment and
promotional publications and print advertisement. The minimum space that other elements should always be is
1/2 the width of the vertical sidebars of the logo. Refer to the illustration below for proper usage.
1/2 x width
Minimum space of this bar
around logo:

1” Mi.

u RATIO FOR HORIZONTAL LOGO USAGE

The ratio for horizontal logo usage should always be at least 3” inches in length on all major recruitment
publications and print advertisement. The minimum space that other elements should always be is one time the
width of the vertical side bar at the left side of the logo. Refer to the illustration below for proper usage.

1x width of this 3” Mi.

bar

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SIGNATURE COLOR
The University of La Verne logo consists of a three-color combination utilizing the Pantone Matching System
(PMS). The colors are: PMS 342 (Green), PMS 021 (Orange), and Black.

PMS 342 PMS 021 BLACK

THREE-COLOR LOGO COMBINATION

The logo may be used in a three-color combination. The vertical three-color logo with the border may be used
with dark backgrounds. Refer to the illustrations below for proper usage.

ONE-COLOR LOGO COMBINATION

The logo may be used in a one-color combination in either black or green. The vertical one-color logo with
border may be used with dark backgrounds. Refer to the illustrations below for proper usage.

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COLLEGE OF LAW LOGO
The College of Law logo, illustrated below, may be used in stand-alone applications when used as a graphic
element, appearing in various forms on or within College of Law publications. For exceptions call the Office of
Institutional Image at (909) 593-3511, Ext. 4524.

COLLEGE OF LAW
Quality by Tradition ™

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SPIRIT LOGO
The University of La Verne “Spirit” logo must always be used appropriately intact at all times. The “Spirit” logo
may be used in a three-color combination or a one-color combination. Refer to the illustrations below for proper
usage. If you have specific questions about resizing the “Spirit” logo for online applications please contact
University Web Master at (909) 593-3511 Ext. 4233 and/or the Office of Institutional Image at Ext. 4524.

The text may be removed from around the logo for web page design purposes when it is appropriate. If you have
specific questions about this particular form of usage please contact University Web Master at (909) 593-3511
Ext. 4233 and/or the Office of Institutional Image at Ext. 4524

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 INAPPROPRIATE LOGO USAGE
The following are illustrations of inappropriate logo usage. We ask that when in doubt, err on the side of caution
and do not modify the logo. Simply contact the Office of Institutional Image for guidance.

COLOR NONCOMPLIANCE
As shown in the following illustrations, the logo colors must never be altered and/or modified.

BACKGROUND COLOR TWO COLOR

ONE COLOR REVERSE COLOR

LOGO RATIO NONCOMPLIANCE

As shown in the following illustrations the ratio for both vertical and horizontal logo usage must never be
misrepresented.

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LOGO ALTERATION NONCOMPLIANCE
As shown in the following, illustrations line(s) and/or any other mark(s) must not be added to the logo.

LOGO PLACEMENT NONCOMPLIANCE

As shown in the illustration, the logo is not to appear on a slant and/or any other rotation or angle.

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 THE SEAL
The University of La Verne seal is an official, trademarked symbol of academic excellence and should be employed
with discretion so that its significance is preserved. The Seal is appropriate when marking formal university
ceremonies and on texts or documents pertaining to the academic mission of the university such as diplomas,
certificates of achievement and awards for outstanding service. In every case, the seal should remind us of our
educational priorities and stand for honor and rare achievement. The Office of the President and the Office of the
Registrar should only use the Seal. All other uses must be approved by the University Registrar. We ask that when
in doubt, err on the side of caution and do not modify the logo. Simply contact the Office of Institutional Image
for guidance.

POSITIONING STATEMENT

is the positioning statement of the University of La Verne and should always be used in conjunction with the logo.
The positioning statement can appear in three variations: (1) directly under the vertical logo; (2) to the right
of the vertical logo; and (3) centered under the horizontal logo. Refer to the illustrations below for proper usage.
In the APPENDIX section of the Identity Style Guide, please refer to “Examples of Approved Advertisements” for the
fourth variation of appropriate use for the positioning statement. For exceptions call the Office of Institutional
Image at (909) 593-3511, Ext. 4524.

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 ONLINE STANDARDS
The Internet is a powerful, global communications forum. Almost any kind of information can be accessed
immediately from virtually anywhere in the world. As the University of La Verne’s online presence has grown, it has
become increasingly important to establish guides for extending our visual identity to include online publishing.
We believe adherence to ULV’s graphic standards is even more critical in online documents than in printed
documents. Printed pieces across campus can generally stand alone, and visual differences between them are less
apparent. However, all of ULV’s online information is essentially grouped into one place, readily available for
immediate access. Here, visual difference between pages can be shockingly apparent. Therefore, when you create
web pages, we ask that you not only follow the graphic standards, but also pay attention to what others on campus
are doing. We want to achieve a universal online image for the University of La Verne. If you have specific questions
about online standards please contact University Web Master at (909) 593-3511 Ext. 4233.

WORLD WIDE WEB PAGES

The University of La Verne logo must appear at a minimum 1” wide in the vertical format. This format is
equal to 72 pixels at the base. Usage of pixelated copies of the logo is rendered as being non-compliant to
the graphic standard. Refer to the illustration below for proper usage.

The University of La Verne logo must appear 3” inches wide in the horizontal format. This format is equal to 216
pixels. Refer to the illustration below for proper usage.

When optimizing a logo for online utility, use a .jpg or .gif format. Be aware that there may be a slight shift in color
values. This is moderately acceptable, however please exercise caution and discretion. An example of a common
problem is the orange in the logo will become yellow as illustrated below.

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The University of La Verne logo may not be modified, dissected, or have its essence incorporated in the web site
design. The logo must remain intact. For example, do not take the Founders Hall doors and use them as an icon.

The University of La Verne logo, when present online, must appear lucid and clean. As shown in the illustration
below, there can be no jagged edges and curves, and text must be rendered smoothly.

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 STATIONERY
LETTERHEAD
The University of La Verne official letterhead is designed to offer flexibility while maintaining consistency.
The format offers flexibility by allowing you to identify the name of your department or program at the top of
the letterhead and your college at the bottom of the letterhead.

BUSINESS CARDS
Like the letterhead, our business cards follow stationery guidelines implemented by the University. The
format offers flexibility by allowing you to include as much or as little information as your prefer with the fields
provided. The style is preset.

Letterhead, business cards and other stationery needs can be ordered and printed by ULV Graphics. Contact ULV
Graphics at (909) 593-3511, Ext. 4529.

PUBLICATIONS
We hope that you are now familiar with our new and exciting institutional image. The following guidelines will
help you to use the logo and logotype in an appropriate and effective fashion on all of your published materials,
including brochures, newsletters, advertising and other printed collateral. By adhering to these guidelines we can
achieve the best possible image for the University of La Verne.

ADVERTISING
Advertising serves many purposes and reaches a diverse group of audiences. The University of La Verne signature
and logo must appear on all print media. We asked that all of your ads be reviewed by the Office of Institutional
Image prior to inserting into the publication of your choice. In the APPENDIX section of the Identity Style Manual
there are examples of ads that have been approved by the Office of Institutional Image. ULV Graphics can assist
you with the creation and design of your ad. Contact them at (909) 593-3511, Ext. 4529.

BROCHURES
We encourage you to be creative with designing your official brochures. The University of La Verne signature, logo
and positioning stetement must appear on the cover of the brochure with sufficient prominence.

POWERPOINT PRESENTATION TEMPLATE

As we continue in our efforts to be precise and persistent in delivering the University of La Verne message to both
our internal and external constituencies, we have developed a PowerPoint Presentation template to help brand
our logo and enhance our image. The PowerPoint Presentation template can be easily downloaded from the Office
of Institutional Image web page at www.ulv.edu/image/powerpoint.

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 STATIONERY (CONTINUED)

PREPRINTED TEMPLATES
We have a variety of preprinted four-color, 8-1/2 x 11 glossy templates to be creatively used for such things as
flyers, newsletters, announcements, and agendas. The preprinted templates have a variety of themes that include
business, education, law and candid campus photos. Another great feature about the preprinted templates is
that you can use the reverse side to print information. The preprinted templates can be printed through your
office copier, deskjet and laser printers.

NEWSLETTERS
The University of La Verne signature, logo and positioning statement should appear on the front cover of your
newsletter.

NEWS RELEASES
The University of La Verne Public Relations Department is responsible for all news releases. If you have a news
release, please contact the Public Relations Director at (909) 593-3511, Ext. 4688.

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 CONTACT ROSTER

ROBERT BEEBE CHARLES BENTLEY SCOTT BETANCOURT

Assistant Director Public Relations Director Assistant University Web Master
Facilities Management University Relations University of La Verne
University of La Verne University of La Verne Campus East
1950 Third Street 1950 Third Street 1950 Third Street
La Verne, CA 91750 La Verne, CA 91750 La Verne, CA 91750
(909) 593-3511 Ext. 4340 (909) 593-3511 Ext. 4688 (909) 593-3511 Ext. 4234
beeber@ulv.edu cbentley@ulv.edu sbetancourt@ulv.edu

SEAN CARLSON WILLIAM DARITY MARILYN DAVIES

Graphic Design Sports Information Director
ULV Graphics Assistant Track Coach
2284 First Street University of La Verne
La Verne, CA 91750 1950 Third Street
(909) 593-3511 Ext. 4521 La Verne, CA 91750
graphics@ulv.edu (909) 593-3511 Ext. 4237
darityw@ulv.edu
University Registrar
University of La Verne
Woody Hall
1950 Third Street
La Verne, CA 91750
(909) 593-3511 Ext. 4000
daviesm@ulv.edu

RUSSELL EVANS YVETTE UNDERDUE MURPH JASON SMITH

Public Relations Manager Office of Institutional Image
University Relations Director of Articulation and
University of La Verne Institutional Image
1950 Third Street University of La Verne
La Verne, CA 91750 1950 Third Street
(909) 593-3511 Ext. 4687 Woody Hall
revans3@ulv.edu La Verne, CA 91750
(909) 593-3511 Ext. 4524
murphy@ulv.edu
University Web Master
University of La Verne
Campus East
1950 Third Street
La Verne, CA 91750
(909) 593-3511 Ext. 4233
smithj@ulv.edu

RAFFI ZINZALIAN
Sales Manager
ULV Graphics
2284 First Street
La Verne, CA 91750
(909) 593-3511 Ext. 4529
graphics@ulv.edu

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 APPENDIX
EXAMPLES OF APPROVED ADVERTISEMENTS
Illustrated below are examples of advertisements that have been approved by the Office of Institutional Image. ULV
Graphics can assist you with the creation and design of your ad. Contact them at (909) 593-3511, Ext. 4529.

PROGRAMS FOR EDUCATION PROFESSIONALS

• Teaching Credential
• Special Emphasis
• School Counseling
• CLAD Certificate
• Child Development
• Special Education
• Child Life Specialist
• Reading COLLEGE OF
EDUCATION AND ORGANIZATIONAL LEADERSHIP
University of La Verne
1950 Third Street • La Verne, CA 91750
909.593.3511, Ex. 4626
www.ulv.edu/education

Celebrating more than 100 years of excellence in teacher education. Knowledge • Service • Vision

University of La Verne MBA – Your Best Investment

GRADUATE PSYCHOLOGY COLLEGE OF BUSINESS
PROGRAMS
& PUBLIC MANAGEMENT
Apply to Graduate
Psychology Programs • High Quality Accelerated MBA Programs
• Nine Concentrations Including:
Psy. D. Program in The University of • Accounting • Finance
Clinical-Community Psychology La Verne provides • Information Technology
• Accredited by the American Psychological Association • International Business
• Meets California Psychologist Licensure requirements • Extensive access to • Management and Leadership
• Application deadline is January 15, 2004 library resources • Marketing
• For additional information visit the Program home page
at www.ulv.edu/~psych • Student and faculty • Supply Chain Management
• For questions and arrangements to visit the campus diversity (The • Managed Care
contact (909) 593-3511, Extension 4179 University is a • Health Service Management
Minority Serving
M.S. Programs in Counseling Institution) • Flexible Schedules and Small Classes
(Celebrating Thirtieth Anniversary!)
• Small class sizes • Choose Online MBA, On the Ground
A. Marriage Family Therapy (MFT) with interdisciplinary or Combination of Both
• Meets Board of Behavioral Science academic and professionally
requirements for MFT licensure in California active faculty New Opportunities Are Waiting For You
B. Concentrations
• General Counseling • Attractive traditional
• Higher Education Counseling campus with
• Application Deadlines for M.S. Counseling Programs are: convenient location
December 1, for Spring semester to major freeways. COLLEGE OF BUSINESS & PUBLIC MANAGEMENT*
April 15, Summer semester University of La Verne
July 1, Fall semester • Counseling Center
• For additional information visit the Program home page for service and 909.593.3511, Ex. 4058 or 4819
at www.ulv.edu/counseling training • E-mail: cbpm@ulv.edu
• For questions and arrangements to visit the campus
contact (909) 593-3511, Extension 4478 *2002 Exporter of the Year Award

Knowledge • Service • Vision

GRADUATE ADMISSIONS AND ACADEMIC SERVICES
University of La Verne
1950 Third Street • La Verne, CA 91750
909.593.3511, Ext. 4244 or 4503
University of La Verne was founded in 1891.

Knowledge • Service • Vision

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 APPENDIX
PREPRINTED TEMPLATES
Illustrated below are six versions of the preprinted four-color, 81⁄2” x 11” glossy templates. The preprinted
templates can be ordered through ULV Graphics at (909) 593-3511 Ext. 4521.

Template 1 Template 2 Template 3

Template 4
Template 5 Template 6

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 GLOSSARY OF TERMS
BRAND
The immediate image, emotion or message people experience when they think of the University of La Verne.

BRAND EQUITY
The value a consumer places on the brand. If it is trusted it will garner positive equity. If it is not credible or trusted
the brand has negative equity. Brand equity is more than intrinsic value placed on the product or service;
it encompasses everything that a consumer thinks, feels, and knows about a brand.

BRAND IDENTITY
The way a brand is expressed visually and verbally.

BRAND IMAGE
The way a brand is actually perceived by its customers and constituencies.

BRANDING
The process by which the true character and purpose of the institution is communicated.

FONT
A complete assortment of UPPER and lowercase characters of one typeface.

GRAPHIC IDENTITY
The visual “look” associated with the University of La Verne resulting from the way graphic elements are used on
publications, stationery, signs, merchandise and other items. The more consistently the elements are used, the
stronger the recognition of the name and image of the institution.

GRAPHIC IDENTITY SYSTEM

A family of marks, typefaces, and colors used in a consistent fashion by the University of La Verne to identify itself
and build “brand recognition” among its constituencies. The graphic identity system plays an important role in
shaping the institutional image through its promotional and communications materials, as well as by weaving this
element into the physical experience of the campus, its events and presentations.

INSTITUTIONAL IMAGE
Simply stated, our image is determined by the various perceptions of University of La Verne held by our
constituents and audiences. Our audiences or customers determine our image in the marketplace. Their
perceptions or impressions are shaped by a variety of factors that include:
(a) the quality of the University of La Verne “product” as they understand it; (b) the way they
experience University of La Verne through a campus visit, at a prospective student recruitment event,
a telephone conversation, a brochure, a visit to our web site; (c) the way they are treated by
University of La Verne’s faculty, staff and representatives; (d) what they see that represents University
of La Verne, whether the grounds themselves, our signs, our promotional materials, our products;
and (e) what they hear or read about University of La Verne in newspapers, promotional materials,
and our official web site.
INTEGRATED IMAGE
A brand identity program that brings unity to brand’s subunits, products, or sub-brands while at the same time
allowing each to maintain elements of individuality.

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LOGO
A stylized symbol. The symbol that identifies the University of La Verne as an institution.
LOGOTYPE
The name of University of La Verne set in a specified typeface and style.
POSITION
It is very similar to a brand. It is where our target audiences place the University of La Verne in their minds and
the words they use to describe the institution.
POSITIONING - COMPETITIVE POSITIONING
Position is the act of building a valued and preferred position in the minds of our target audience. Competitive
positioning is the way University of La Verne develops and communicates powerful and meaningful differences
between our educational offerings and those of our competition.
SEAL
The University of La Verne seal is an official, trademarked symbol of academic excellence.
SIGNATURE
It is a specified configuration of the logo and the logotype.
TRADEMARK
A name, symbol, word, phrase or combination thereof, used by an institution or corporation in commerce to
distinguish a product or service from those produced or sold by others.
REGISTERED TRADEMARK is a trademark the U.S. Patent and Trademark Office (USPTO) has accepted
and registered for a certain class of goods. Registered trademarks are identified with an ®. Federal
registration provides additional protection against the remedies for trademark infringement.
INFRINGEMENT means unauthorized use of a trademark that belongs to another, or use of a trademark
so similar to that of another as to cause the likelihood of confusion in the minds of the public as to
the source affiliation or sponsorship of the product or service.
WORDMARK
It is University of La Verne’s name in a standardized graphic representation to identify the institution.

GLOSSARY FOR PRINTING AND PRODUCTION

CAMERA READY
Mechanical, photographs, and art fully prepared for reproduction according to the technical requirements of the
printing process being used.
COPY
Any written material to be used in a printed piece.
PRESS PROOFS
A proof made on press using the plates, ink and paper specified for the job. It also serves as a final checkpoint
before the full run of the printing job begins.

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 UNIVERSITY OF LA VERNE
Office of Institutional Image
1950 Third Street
La Verne, CA 91750
(909) 593-3511, Ext. 4524
www.ulv.edu/image/

To attain a downloadable copy of this manual and obtain recent updates visit:
www.ulv.edu/image/stylemanual

University of La Verne
© Copyright 2005