“Meaning is not something you stumble across, like the answer to a riddle or the prize in a treasure hunt. Meaning is something you build into your life. You build it out of your own past, out of your affections and loyalties … out of your own talent and understanding, out of the things you believe in.”

Humanitarian activist John Gardner made that observation concerning the life of the individual. But his words are also true of meaning in the life of an organization.

For more than a hundred years, the life of our organization has focused on providing quality education, practicing quality medicine, and producing quality professionals, whose characters, skills and service transform lives.

We have steadily and deliberately established our uniqueness among academic health science centers. The name Loma Linda University Health has come to mean compassion, integrity, innovation and excellence. That meaning is founded in faith, proven in practice and conveyed in myriad ways.

One of those ways is through our graphic identity system — the symbols, colors, typefaces, images and other elements we use to represent our organization.

The centerpiece of that system is our revitalized logo, which serves as a unifying link between all our entities. It retains symbols significant throughout our history, but is re-rendered for better readability and functionality. Its signature colors (Regent Red and Platinum Gray) reflect the stature and vitality of our organization.

Understanding that a logo gains traction with each impression and builds mindshare with each repetition, the Board of Trustees voted to adopt this logo in place of the many logos and seals previously used.

In addition to the new logo, our graphic identity system includes a new toolbox of design resources, a business suite and this guide, which details their use.

In an organization as complex as ours, connecting all of our entities under our master brand of Loma Linda University Health is crucial. Every communication — in every medium — must reinforce this single-brand concept through the consistent use of the official logo, colors, typography and other design elements. For this reason, these guidelines are to be adopted throughout the organization — without variation.

We — each of us, all of us — are in a position to build meaning into the life of this organization. This guide simply serves to organize and harmonize our efforts to communicate what this organization means — to students, patients, families, communities and the world.

May God continue to guide our efforts and bless this organization. 

Richard Hart, MD, DrPH

President and CEO
Loma Linda University Health