1.1 Consistency in the graphic identity of Loma Linda University Health (LLUH), its entities and institutions, is critical to creating a unified and recognized corporate image. This visual identity should be conveyed on all promotional material, the website, in business communication, on vehicles, on advertising, and on any medium used to communicate the organization’s brand internally or externally.
1.2 All LLUH entities must comply with the Graphic Identity Guide. In extremely rare cases, exceptions to the Graphic Identity Guide will be evaluated on a case-by-case basis by the LLUH senior vice president for advancement or his/her designee and the graphic identity committee.
1.3 All publicity and/or informational items, regardless of the medium, must comply with the Graphic Identity Guide.
1.4 The Graphic Identity Guide, which details the requirements for creating a consistent corporate look, is available online, along with logos, brochure templates, and information on ordering items included in the business package.
1.5 All official business cards and stationery items must be purchased through Printing Services.
1.6 All instances of noncompliance with the Graphic Identity Guide will be addressed by the LLUH senior vice president for advancement, with notification sent to the non-compliant employee and his/her supervisor and administrator.
1.7 All questions regarding the Graphic Identity Guide should be directed to the LLUH senior vice president for advancement or his/her designee and the graphic identity committee.
2.1 Those who wish to create publicity materials should consult the Graphic Identity Guide prior to beginning the creative process. Any questions that arise should be directed to the LLUH senior vice president for advancement or his/her designee and the graphic identity committee.
2.2 Any material promoting the institution to external audiences must follow an approved process that includes being vetted by a peer group. Any significant departure from the overall LLUH graphic identity must be brought to the graphic identity committee by the peer group for approval.
2.3 Requests for exceptions to the Graphic Identity Guide must be submitted to the LLUH senior vice president for advancement for timely review by the graphic identity committee. The graphic identity committee is composed of representatives of the following LLUH entities: University Relations, Medical Center Marketing, University Printing, and University Student Marketing.
2.4 Use of the official presidential seal is restricted to diplomas and other specified official documents. All other uses must be approved by the Executive Leadership Council.
Requests for exceptions to the Graphic Identity Guide are to be submitted to the Office of Advancement for review by the graphic identity committee. Approved exceptions are to be noted in this section of the Graphic Identity Guide.
New institutional forms are to comply with the standards outlined in this guide, but the matter of bringing existing forms into compliance is to be evaluated on a case-by-case basis.
For help with determining when and how an existing form needs to be revised, contact forms management in Printing Services at 909-558-4552, ext. 47410.
The organization includes several interests that are primarily commercial rather than academic or medical, including Loma Linda Market, Patio Pantry, the Campus Store and the online store. Because of that difference in focus, purpose and audience, some of these areas may be better served by using the logotype only or even by adopting a graphic identity that is somewhat or completely different from that of the rest of the organization.
Areas that primarily serve an internal audience are required to comply with the Graphic Identity Guide as emphasizing their connection with the overall organization strengthens these business interests (Printing Services and the online store, for example).
But if an area is primarily a public-facing business, with a commercial rather than academic or medical focus, whose commercial success would be compromised by requiring full compliance with the Graphic Identity Guide, such an area may benefit from having its own graphic identity.
Requests that such areas be treated as exceptions are to be reviewed by the graphic identity committee.