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"Brand House" Instead of "House of Brands"

brand house

Pepperdine takes the "brand house" approach where one parent brand logo—the Pepperdine word mark—forms the basis for the development of all constituent components. All other entities under the Pepperdine brand "roof" are visually represented using a standardized lock-up with the Pepperdine wordmark.

The obligation to create and maintain all enterprise-wide brand visuals rests with Integrated Marketing Communications. No other person or department acting as an official representative of the University is allowed to create or develop a unique brand mark for their own purpose. This is especially important for any communication or marketing materials that reach an audience outside the local campus environment, since an overabundance of unique identities dilutes the strength of the brand identity of the University as an enterprise.

A note about creating custom logos

The world is filled with logos, or unique brand identities. We are inundated with them when we we are shopping for a product. Every app on our phone is a type of logo. Because of this, it is easy to assume that every school, center, institute, office, division, or program at Pepperdine must also have its own unique identity or logo. This is not the case.

The most important, powerful, and recognizable brand at Pepperdine University is Pepperdine itself. We are a "Pepperdine first" university which means that all communications, in both word and image, start with and focus on Pepperdine. Our brand identity system supports this idea with the Pepperdine wordmark (and its variants) being the only trademarked and approved logo for the University.

Integrated Marketing Communications is responsible for creating and maintaining the brand identity for Pepperdine University. No other person or department is allowed to create or develop a unique brand mark for any purpose. An overabundance of unique identities dilutes the strength of the brand of the University.

Unique visual identities that might be considered include:

  • Themed events

  • Anniversary celebrations
  • University-wide initiatives

Unique visual identities NOT allowed include:

  • schools

  • academic centers

  • academic programs

  • institutes

  • divisions

  • administrative departments 

The links below contain specific information for use of Pepperdine University's official brand identity marks. To request any of our branding assets, or should a question arise concerning appropriate use of any of these marks, please contact Keith Lungwitz, creative director, at 1440.