Liberty University

Official Websites

• https://www.liberty.edu
• https://www.degrees-liberty.com
• http://www.liberty.edu
• http://www.libertyflames.com

Brand Guidelines

2016

Brand Summary

Mission

• The mission of Liberty University is to develop Christ-centered men and women with the values, knowledge, and skills essential for impacting tomorrow’s world. The university aims to equip students to excel in their fields of study and impact their world, honoring its history and focusing on Training Champions for Christ since 1971 [^1].

Core Values

• Christian faith
• academic excellence
• perseverance
• vision
• determination
• commitment to founding principles
• student life opportunities
• athletic accomplishment

Target Audience

• Prospective and current students, alumni, faculty, staff, and the broader community seeking a Christian education with academic and athletic excellence [^2].

Personality Traits

• professional
• determined
• visionary
• persevering
• unified
• exciting
• formally academic

Visual Identity Overview

• The visual identity is formal, professional, and academic, featuring a consistent use of the Liberty University wordmark, seal, and monogram. The primary color palette includes Liberty Red and Liberty Blue, with secondary grays and light blue. Typography is clean and versatile, with recommended typefaces for academic and athletic contexts. Logos and marks are used with strict guidelines to ensure clarity, consistency, and brand unity across all materials [^3].

Categories

Brand Imagery

• Photography is one of the best tools for visually telling a story while creating a powerful connection between individuals and the university. Liberty’s Photography Department documents life at Liberty and provides the images for marketing materials used by various university departments.
• WHEN SELECTING PHOTOS, PLEASE CHOOSE IMAGES CAREFULLY BASED ON THE FOLLOWING GUIDELINES: • Photographs should directly represent aspects of Liberty, such as its students, professors, campus, facilities, apparel, etc. • To convey a sense of belonging, individuals in photographs should be engaged in an activity or interacting with others in the following environments: classroom/studying, student events/ socializing, and athletic events/cheering on the Liberty Flames. • Use a variety of shots that display student interaction as well as campus facilities in use by students. • Images may also represent seasons of the year in order to establish the diversity of campus life. • When using campus photos, architectural structures or interior shots provide a sense of connection to the university. • In accordance with the university population and student-to-professor ratios, images should represent racial, gender, age, academic, and professional diversity, when applicable. • Photos must adhere to the hair and dress code of the university. • Do not use imagery of students wearing apparel from other universities; it is preferred that they wear Liberty gear.
• PHOTOGRAPHY MAY ALSO BE GROUPED INTO MANY OF THE FOLLOWING CATEGORIES: • Athletics • Christian and community service and missions • Commencement and major events • Facility shots and campus scenery • Humanities/arts and culture • International and study abroad • Leadership • Major speakers • Science/research • Seasonal images • Spirituality • Student life • Teaching and learning
• Videography is another outlet that can be used to create a visual connection between viewers and Liberty. The photography guidelines should be applied to video and should promote the university’s selling points and themes.
• WHEN CREATING PROMOTIONAL VIDEO MATERIALS, PLEASE NOTE THE FOLLOWING: Standard ending slate should include: • University wordmark • Tagline: Training Champions for Christ since 1971 When creating materials specific to Liberty University Online, please use the additional tagline: • Pioneering distance education since 1985, Liberty is now the nation’s largest private, nonprofit online educator.

Color Palette

• Consistent use of color plays an integral role in ensuring that the university’s brand is visually unified. Liberty’s official school colors -Liberty Red and Liberty Blue -serve as the primary color palette that should be featured in all communications, merchandise, and branding. A palette of grays and light blue serve as secondary colors.
• Liberty Blue PMS282 CMYK 100-68-0-54 RGB 10-37-78 HEX #0A254E
• Liberty Red PMS187 CMYK 0-100-79-20 RGB 153-0-0 HEX #990000
• Light Blue PMS 283 CMYK 35-9-0-0 RGB 159-203-237 HEX #9BC7EE
• Charcoal Gray PMS COOL GRAY 11 CMYK 0-2-0-68 RGB 77-79-83 HEX #686A6F
• Athletics Gray PMS COOL GRAY 4 CMYK 0-0-0-25 RGB 198-199-201 HEX #C6C7C9
• Do not use a color other than Liberty colors, black, or white

Typography

• There are a number of typefaces which the university uses on a consistent basis. These have been selected for their clean academic look and versatility. Departments are recommended to use these typefaces whenever possible.
• ADOBE GARAMOND PRO Regular AaBbCcDdEe | Italic AaBbCcDdEe Semibold AaBbCcDdEe | Semibold Italic AaBbCcDdEe Bold AaBbCcDdEe | Bold Italic AaBbCcDdEe
• TRAJAN PRO 3* EXTRA LIGHT AaBbCcDdEe LIGHT AaBbCcDdEe REGULAR AaBbCcDdEe SEMIBOLD AaBbCcDdEe BOLD AaBbCcDdEe
• GOTHAM Light AaBbCcDdEe | Light Italic AaBbCcDdEe Book AaBbCcDdEe | Book Italic AaBbCcDdEe Medium AaBbCcDdEe | Medium Italic AaBbCcDdEe Bold AaBbCcDdEe | Bold Italic AaBbCcDdEe Black AaBbCcDdEe | Black Italic AaBbCcDdEe Ultra AaBbCcDdEe | Ultra Italic AaBbCcDdEe
• Trajan Pro 3 should be used as an all-caps typeface. Small caps are not preferred.
• These typefaces have been created specifically for Liberty Flames Athletics. They are to be used for NCAA and Club Sports only and may not be distributed outside the Liberty University Marketing Department.
• CHAMPION SANS THIS IS THE TYPEFACE OF CHAMPIONS ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
• CHAMPION SERIF THIS IS THE TYPEFACE OF CHAMPIONS ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
• If you do not have access to the official university typefaces, please use one of the following options:
• GARAMOND (Adobe Garamond Pro Alternate) Regular AaBbCcDdEe Italic AaBbCeDdEe Bold AaBbCeDdEe Bold Italic AaBbCcDdEe
• ARIAL (Gotham Alternate) Regular AaBbCcDdEe Italic AaBbCcDdEe Bold AaBbCcDdEe Bold Italic AaBbCcDdEe

Logo Usage

• The Liberty wordmark visually represents the overall university brand. It should be prominent on all pieces.
• Two options are provided for the Liberty University wordmark: a stacked wordmark and a horizontal wordmark.
• Please note that the “Small Size” wordmark has been adjusted to maintain visual prominence at dimensions under 1.5” wide.
• Minimum Size: 1.5” wide
• Minimum Size: .125” tall
• Each college, school, or department wordmark has five unique options. Providing a variety of options, allowing the designer to choose a version that will work best within the layout.
• The internal wordmark does not include the word “university” and should only be used on pieces produced for an exclusively internal audience. The internal wordmark allows each department to present streamlined designs where audiences already associate “Liberty” with “Liberty University.”
• Vendors should always default to the stacked version of the official wordmark rather than the internal one.

Tone And Messaging

• Our brand is our story — a story of determination, vision, perseverance, and making the impossible possible. By staying true to the university’s brand guidelines, you can help tell Liberty’s story.
• This brand identity guide is not a list of restrictions. Instead, it is designed to outline the university’s brand — visually and verbally — and to provide the tools necessary to ensure that Liberty’s brand is communicated in a clear, consistent manner. Reference this guide when developing a marketing or communications strategy on behalf of Liberty.
• Our tagline, Training Champions for Christ since 1971, acknowledges the university’s unique heritage, affirms our uncompromising mission, and echoes Liberty’s commitment to Christian values, all of which distinguish us from other schools and universities.
• In running text, “Training Champions for Christ” and “Training Champions for Christ since 1971” should always be italicized.
• Photography is one of the best tools for visually telling a story while creating a powerful connection between individuals and the university. Liberty’s Photography Department documents life at Liberty and provides the images for marketing materials used by various university departments.
• All content presented through university-affiliated social media outlets must be consistent in supporting the university brand and mission. Inappropriate or objectionable content, including photos and links, will be removed.

Brand Values

• The Liberty brand is a symbol of our mission of Training Champions for Christ and our commitment to academic excellence, world-class facilities, student life opportunities, and athletic accomplishment. Our brand is our story — a story of determination, vision, perseverance, and making the impossible possible. By staying true to the university’s brand guidelines, you can help tell Liberty’s story.
• This brand identity guide is not a list of restrictions. Instead, it is designed to outline the university’s brand — visually and verbally — and to provide the tools necessary to ensure that Liberty’s brand is communicated in a clear, consistent manner. Reference this guide when developing a marketing or communications strategy on behalf of Liberty.
• Since 1971, the mission of Liberty University has been to develop Christ-centered men and women with the values, knowledge, and skills essential for impacting tomorrow’s world. After more than 40 years of educating young champions and defending the founding principles of our nation, our mission remains the same.
• Today, Liberty’s mission has expanded to impact lives not only residentially but also around the world. Because of online education, nearly 100,000 students are now attending Liberty University. The tagline Training Champions for Christ since 1971 will continue to honor Liberty’s history while focusing on equipping students to excel in their fields of study and impact their world.
• Our tagline, Training Champions for Christ since 1971, acknowledges the university’s unique heritage, affirms our uncompromising mission, and echoes Liberty’s commitment to Christian values, all of which distinguish us from other schools and universities.

Visual Style

• The Liberty wordmark visually represents the overall university brand. It should be prominent on all pieces.
• Two options are provided for the Liberty University wordmark: a stacked wordmark and a horizontal wordmark.
• Please note that the “Small Size” wordmark has been adjusted to maintain visual prominence at dimensions under 1.5” wide.
• Minimum Size: 1.5” wide
• Minimum Size: .125” tall
• Each college, school, or department wordmark has five unique options. Providing a variety of options, allowing the designer to choose a version that will work best within the layout.
• The internal wordmark does not include the word “university” and should only be used on pieces produced for an exclusively internal audience. The internal wordmark allows each department to present streamlined designs where audiences already associate “Liberty” with “Liberty University.”
• Vendors should always default to the stacked version of the official wordmark rather than the internal one.

Layout And Composition

• The Liberty wordmark visually represents the overall university brand. It should be prominent on all pieces.
• Two options are provided for the Liberty University wordmark: a stacked wordmark and a horizontal wordmark.
• Please note that the “Small Size” wordmark has been adjusted to maintain visual prominence at dimensions under 1.5” wide.
• Minimum Size: 1.5” wide
• Minimum Size: .125” tall
• Each college, school, or department wordmark has five unique options. Providing a variety of options, allowing the designer to choose a version that will work best within the layout.
• The internal wordmark does not include the word “university” and should only be used on pieces produced for an exclusively internal audience. The internal wordmark allows each department to present streamlined designs where audiences already associate “Liberty” with “Liberty University.”
• Vendors should always default to the stacked version of the official wordmark rather than the internal one.

Promotional Video

• Videography is another outlet that can be used to create a visual connection between viewers and Liberty. The photography guidelines should be applied to video and should promote the university’s selling points and themes.
• Standard ending slate should include: • University wordmark • Tagline: Training Champions for Christ since 1971
• When creating materials specific to Liberty University Online, please use the additional tagline: • Pioneering distance education since 1985, Liberty is now the nation’s largest private, nonprofit online educator.

Webpages

• Liberty’s website is perhaps one of prospective students’ first encounters with the university. All information presented online via one of the university’s websites should be consistently branded, accurate, and well-maintained to ensure effective communication to students, alumni, faculty, staff, the media, and the public.
• For more information on maintaining all university web content, view Liberty’s web policy online at: Liberty.edu/WebPolicy.

Collegiate Licensing

• All vendors and manufacturers producing products displaying a Liberty mark must be registered with Liberty’s licensing company, Learfield Licensing Partners. Visit Learfield on the web at Learfieldlicensing.com.
• For further questions, contact branding@liberty.edu.
• Individual/personal requests for embroidery are not permitted and will not be approved by the university’s Marketing Department.
• Per the Liberty University Purchasing Department, any vendor that is printing official university marks must be registered through LearfieldLicensing.com. This includes vendors that provide services for free or discounted rates. Any vendor is able to register through Learfield by visiting LearfieldLicensing.com and clicking Get Registered.
• The use of non-licensed vendors is prohibited.
• Exceptions to this policy for specialty items such as specific sport uniforms or equipment not typically available through one of the registered vendors can be requested by emailing branding@liberty.edu and will be considered on a case-by-case basis in conjunction with Purchasing.
• Please also note that if any of the items bearing the university marks within a given order will be sold, royalties will be incurred on the entire order. Therefore, it is recommended that orders be separated based on intended use to avoid unnecessary royalty fees.

Merchandising

• Consistency is key to the successful use of branded merchandise. To ensure the integrity of our licensing initiative, all merchandise vendors must be selected from an approved vendor list, thereby assuring that Liberty’s departments get the best product at the best price.
• All vendors and manufacturers producing products displaying a Liberty mark must be registered with Liberty’s licensing company, Learfield Licensing Partners. Visit Learfield on the web at Learfieldlicensing.com.
• For further questions, contact branding@liberty.edu.
• Individual/personal requests for embroidery are not permitted and will not be approved by the university’s Marketing Department.
• Per the Liberty University Purchasing Department, any vendor that is printing official university marks must be registered through LearfieldLicensing.com. This includes vendors that provide services for free or discounted rates. Any vendor is able to register through Learfield by visiting LearfieldLicensing.com and clicking Get Registered.
• The use of non-licensed vendors is prohibited.
• Exceptions to this policy for specialty items such as specific sport uniforms or equipment not typically available through one of the registered vendors can be requested by emailing branding@liberty.edu and will be considered on a case-by-case basis in conjunction with Purchasing.
• Please also note that if any of the items bearing the university marks within a given order will be sold, royalties will be incurred on the entire order. Therefore, it is recommended that orders be separated based on intended use to avoid unnecessary royalty fees.

Third Party Approvals

• All printed materials must be created or approved by the Liberty Marketing Department’s internal creative staff.
• If you have been given prior written approval to produce your own creative on behalf of Liberty University, please contact your marketing project coordinator for final approval.

Email Signature

• The Liberty email signature is an important element in consistently communicating the university’s brand and is a requirement for all university employees.
• If your email signature is not in compliance with the Liberty University Email Signature Policy, you can find more information on how to run the signature creator with the most up-to-date format and brand style, as well as FAQ and examples at Liberty.edu/EmailSignature.
• Adjunct And Online Email Signature John Q. Sample ‘00 Sample Title (434) 582-2000 LIBERTY UNIVERSITY Training Champions for Christ since 1971
• Official University Email Signature John Q. Sample ‘00 Sample Title Office of Champions (434) 582-2000 Liberty University [ Training Champions for Christ since 1971 LIBERTY UNIVERSITY
• Athletics And Club Sports Email Signature John Q. Sample ‘00 Sample Title Department LIBERTY UNIVERSITY Training Champions for Christ since 1971 (434) 582-2000 flt), , ‘I

Media Guidelines

• Photography is one of the best tools for visually telling a story while creating a powerful connection between individuals and the university. Liberty’s Photography Department documents life at Liberty and provides the images for marketing materials used by various university departments.
• Photographs should directly represent aspects of Liberty, such as its students, professors, campus, facilities, apparel, etc.
• To convey a sense of belonging, individuals in photographs should be engaged in an activity or interacting with others in the following environments: classroom/studying, student events/ socializing, and athletic events/cheering on the Liberty Flames.
• Use a variety of shots that display student interaction as well as campus facilities in use by students.
• Images may also represent seasons of the year in order to establish the diversity of campus life.
• When using campus photos, architectural structures or interior shots provide a sense of connection to the university.
• In accordance with the university population and student-to-professor ratios, images should represent racial, gender, age, academic, and professional diversity, when applicable.
• Photos must adhere to the hair and dress code of the university.
• Do not use imagery of students wearing apparel from other universities; it is preferred that they wear Liberty gear.
• Photography may also be grouped into many of the following categories: Athletics; Christian and community service and missions; Commencement and major events; Facility shots and campus scenery; Humanities/arts and culture; International and study abroad; Leadership; Major speakers; Science/research; Seasonal images; Spirituality; Student life; Teaching and learning.
• Videography is another outlet that can be used to create a visual connection between viewers and Liberty. The photography guidelines should be applied to video and should promote the university’s selling points and themes.
• Standard ending slate should include: University wordmark; Tagline: Training Champions for Christ since 1971.
• When creating materials specific to Liberty University Online, please use the additional tagline: Pioneering distance education since 1985, Liberty is now the nation’s largest private, nonprofit online educator.
• Liberty’s website is perhaps one of prospective students’ first encounters with the university. All information presented online via one of the university’s websites should be consistently branded, accurate, and well-maintained to ensure effective communication to students, alumni, faculty, staff, the media, and the public.
• For more information on maintaining all university web content, view Liberty’s web policy online at: Liberty.edu/WebPolicy.
• All content presented through university-affiliated social media outlets must be consistent in supporting the university brand and mission. Inappropriate or objectionable content, including photos and links, will be removed.
• For more information on university social media, visit: Liberty.edu/SocialMedia.

Additional Properties

Employees History

Total Assets History