The Loyola Brand In Advertising

The Office of Marketing and Communications is charged by the university with the responsibility of ensuring all official Loyola visual and verbal communications project a consistent editorial and graphic style and format that upholds the image of the university as expressed in its mission, educational purpose, goals, and character and commitment statements.

Advertising and marketing strategies play key roles in the promotion of the Loyola University New Orleans brand. Building brand equity through advertising requires more than the consistent use of elements of graphic style, such as typefaces and logo placement. Its style requires that the tone, content, values, and imagery presented reinforce and are consistent with the university’s brand and messaging guidelines.

Marketing and Communications utilizes three types of advertising on behalf of the university:

  • Brand — Brand (image) advertising is designed to grow brand equity through consistent images and messaging. This type of advertising does not include a call to action.

    Brand (image) advertising is the responsibility of the Office of Marketing and Communications. It is above-the-line advertising, which sets a creative framework for all forms of tactical and retail advertising.

  • Tactical — Tactical advertising is designed to represent the university in recruiting channels, (e.g., Google Paid Search) and in fundraising initiatives (direct marketing). Tactical Advertising includes a call to action or desired response.
  • Retail — Retail advertising is designed to promote open houses, special events—such as Montage performances and President’s Forums—and trigger immediate response from our target audiences.

Back to Marketing & Communications Graphic Standards and Brand Guide »