Brand Guide

Welcome! Los Angeles Unified (LA Unified, LAUSD) has embarked on an exciting new trajectory that allows the District to be more responsive to the needs of our students and school communities. As part of this intensified focus, LAUSD has introduced a new brand that reflects the diversity of our community while also reflecting the vibrancy and excitement of Los Angeles.

This brand guide supports the LAUSD brand by laying out best practices in logo application. The guidelines will provide consistency across our communications where the branding is applied for all LAUSD stakeholders and audiences.

We recommend viewing this guide on a computer, using an internet browser that has been updated to the latest version.

Latest Update: 1/18/2023

Background

The LAUSD wordmark and seal were created to represent the spirit of learning in Los Angeles through the bold use of letterform and color.

The seal is a vibrant celebration of our Los Angeles home and school communities. "Ready for the World" states our ambition as we work together to make LAUSD the urban district of choice for students, teachers, education leaders and families.

The wordmark is the core identity asset to be used on all LAUSD materials to provide recognizability and consistency.

With the new look and feel, we hope to introduce coherence among District-issued material so that all audiences – including students, families and employees – can better recognize the work. The LAUSD brand reflects who we are, the communities we serve and the important work we do to ensure all students graduate ready for the world. It will be on all public-facing material that we create to inform, educate and inspire school communities.

Why It Matters

The new brand goes beyond wordmark and seal. It also includes the fundamental way we communicate using language and color in combination with a new visual element to bring clarity to the communities we serve. Students, families and employees should all easily recognize the new look and feel so that they can trust the material they receive is from the District.

Who It Impacts

The new brand is designed to complement – but not replace – the unique look and feel of individual schools. Each school is encouraged to retain its existing visual identity, e.g. school logos and colors.

As central and local district offices browse through the online brand guide at www.lausd.org/brand, please be mindful of how these elements come together to create a new cohesive look.

Universal Wordmark

HEX, CMYK and Pantone Color Codes

Wordmark Scale

Use special attention and care when applying the wordmark. This wordmark was created with specific proportions and colors to maintain balance. Be mindful of size and color and how they interact with graphics and imagery across all applications. The correct wordmark assets have been supplied. Do not, by any means, alter or recreate this wordmark.

DO

Use the wordmark at large and small scales.
The minimum scale for the wordmark is 1.5" (144 pixels) wide.

DO
Use the wordmark on light and dark backgrounds.
The logo is a single use color palette adjusted for universal application.

DO
Protect the 0.5” (36 pixels) space around the wordmark.
Nothing should come within 0.5” of the wordmark.

DO NOT
Scale the wordmark smaller than 1.5” (108 pixels) wide.

DO NOT
Change or delete the sub copy of the wordmark.

DO NOT
Change the color of the wordmark.

DO NOT

Stretch or condense the wordmark.

DO NOT
Change the format of the wordmark.

Universal Seal

Seal Scale

Use special attention and care when applying the seal. This seal was created with specific proportions and colors to maintain balance. Be mindful of size and color and how they interact with graphics and imagery across all applications. The correct seal assets have been supplied. Do not, by any means, alter or recreate this seal.

DO
Use the seal at large and small scales. 1.5” (144 pixels) is the minimum scale. When scale needs to be smaller than 1.5”, please pivot to use the wordmark.

DO
Protect the 0.5” (36 pixels) space around the seal.
Nothing should come within 0.5” of the seal.

DO
Use the seal on light and dark backgrounds

DO NOT
Use the seal at large and small scales. 1.5” (108 pixels) is the minimum scale.
When scale needs to be smaller than 1.5”, please pivot to use the wordmark.

DO NOT
Change the copy of the seal.

DO NOT
Change the color of the seal.

DO NOT
Stretch or condense the seal.

Universal Combo Wordmark and Seal

Combo Wordmark and Seal Scale

Use special attention and care when applying the wordmark next to the seal. This wordmark and seal were created with specific proportions and colors to maintain balance. Be mindful of size and color and how they interact with graphics and imagery across all applications. The correct wordmark assets have been supplied. Do not, by any means, alter or recreate this wordmark and/or seal.

DO
Use the wordmark at a scale larger than the minimum seal scale, 1.5” (108 pixels) tall.

DO
Protect the 0.5” (36 pixels) space around the seal and wordmark.
Nothing should come within 0.5” of the seal and wordmark.

DO
Use the seal on light and dark backgrounds.

DO NOT
Scale the seal and wordmark below 1” (72 pixels).
When needed, use only the wordmark instead.

DO NOT
Change the copy on the seal or wordmark.

DO NOT
Change the colors of the seal or wordmark.

DO NOT
Stretch, condense, separate, or flip the seal or wordmark.

Typography

Primary Typeface

Poppins is the primary typeface for LAUSD. You can use Poppins in your products and projects -- print or digital. Poppins has an open font license and can be downloaded on Google Fonts across all devices.

Note: Larsseit and Poppins are interchangeable. You can use both, separately or together.

Primary Typeface

Larrseit is a primary typeface for LAUSD. You can use Larrseit in your products and projects -- print or digital. Larrseit has an open font license and can be downloaded on Google Fonts across all devices.

Note: Larsseit and Poppins are interchangeable. You can use both, separately or together.

Digital Typeface

Lato is the current typeface in use for the LAUSD website. Please continue to use Lato across all digital platforms.

Primary Alternative Typeface

Arial is the primary typeface for LAUSD when Poppins or Larrseit are not available. Arial is available across all devices.

Typography Usage

Typography Samples

Color

Color Expanded

Continue to use primary blue color for most graphic applications. Use secondary colors thoughtfully and in tandem with the do’s and dont’s described on the previous page. The additional colors below are tertiary and should be used only in support of our primary and secondary colors. Keep legibility in mind as colors are used across all typographic applications.

Tertiary Color
Blue sky thinking, anything is possible

Optimism and Diversity

Integrity, Clarity, Trust

Division and Department Branding

Los Angeles Unified has phased out division and department branding to encourage coherence, public recognition and brand unity.

All offices, divisions, departments, units, branches and projects should use the Los Angeles Unified wordmark and/or seal as necessary in all applications. Please do not create or use division and department branding.

Please email [email protected] with any questions.

Email Signatures

Please use the following template for all email signatures within the District.

First Name Last Name
Job Title
[email protected]
(213) 407-7000

Office Name

This longer version may be used if you would like to add more information:

First Name Last Name
Job Title
[email protected]
(213) 407-7000

Office Name

Follow us:
Twitter @laschools and @lausdsup
Instagram @laschools and @lausdsup
Facebook @laschools and @AlbertoMCarvalho1

Internal Pages Top Image

Brand Guide

Background

Why It Matters

Who It Impacts

Primary Typeface

Primary Typeface

Digital Typeface

Primary Alternative Typeface

Marketing Headlines and Copy

Body Copy and Stationery

Digital Applications

Larsseit Typographic Sample

Poppins Typographic Sample