Voice and Messaging
The words we use and the stories we tell create an impression—of this place, and of the people in it.
The following components work in harmony to put the entire Loyola Maryland experience into words, so that every message, in every voice, reflects the truest version of who we are.
Rationale
A rally cry that’s meant to unite internal teams by capturing all that makes Loyola Maryland unique.
Five-hundred years ago, Saint Ignatius of Loyola caught a spark.
A light cast, a lens focused, a dynamic new worldview.
Ways to learn, live, reflect, and take action.
Today, we keep that fire alive by imparting time-tested Jesuit values into rich
academic customs,
dedicating ourselves to the whole person, and pursuing excellence in all we do.
You see, this journey lasts for a lifetime.
These are forever lessons that matter well after graduation.
They’re shaped by shared experiences, unexpected connections, and an undeniable
spirit.
This is where each day yields new ways to grow and engage.
Where space to explore passions and boundless support along the way make success
certain.
We’ve illuminated the path, because we are Loyola University Maryland.
A top university, known for vibrant traditions, long-term value, and preparation
for what’s next.
Home to a nearly 200-year legacy authored by the students who live it.
Accolades and rankings are important, but nothing outshines impact.
To us, the greatest outcomes are our people.
And when our people are Moved To Be More, they leave here ready to change the
world.
Brand Category
A brief phrase identifying what makes our offering similar to our peers.
A Jesuit, Catholic Liberal Arts University
Brand Positioning
A brief, but comprehensive description of our offering, that clarifies who we are, who we serve, and reasons to believe in our brand vs. competing brands.
Loyola University Maryland …
is a Jesuit, Catholic liberal arts university…
that prepares students for full, successful, purpose-driven lives…
by imparting time-tested knowledge and a values-based worldview into the lived experiences of an inclusive community…
because society needs people who are prepared to learn, lead, and serve in an ever-changing world.
Unique Value Proposition
An emotional summation of what we offer our audiences that no one else can. This internal-facing language is intended to inspire external marketing efforts.
Moved To Be More also serves as our brand campaign tagline.
While Moved To Be More is brought to life through a range of external brand expressions, Igniting Purpose Along the Path to Something Greater was developed as context for internal teams rather than a public-facing expression. See Brand Campaign for current approved supporting campaign headlines.
Moved To Be More
Igniting Purpose Along the Path to Something Greater
Brand Pillars
Three compelling differentiators that provide high-level context for storytelling and messaging points.
Mind
Intellectual LeadershipHere, the pursuit of academic excellence, a values-based perspective, and real-world engagement put students on a path toward profound growth and success. Through our Jesuit, liberal arts core curriculum, we open doors to ideas that challenge and inspire. It isn’t always easy, but that’s the point. Because a challenged mind is a growing mind, and an inspired student is one who’s moved to action. These are lifelong lessons—and by learning them, living them, and pausing to reflect, each student leaves here prepared to solve novel problems with timeless solutions.
Body
Evergreen, EverywhereFor many, the journey begins at Cold Spring and Charles. But we don’t see campus as square one; it’s more like a wellspring of defining moments. Ours is a community that thrives on meaningful relationships and authentic connections. Here, any one student can be more than one thing because growth happens in and out of the classroom. This is where chance encounters turn into forever friendships, new interests bloom, mentors share daily wisdom, and spontaneous experiences become cherished memories. As students move on to what’s next in work and life, Loyola travels with them—showing up as comfort, connection, guidance, and empowerment.
Spirit
Faith in the JourneyWe know that discovering meaning doesn’t happen overnight, it takes a spiritual journey. By creating opportunities for open expression and self-discovery throughout our community, everyday experiences come to expand values and beliefs. Coupled with the teachings of Saint Ignatius, our students develop the outlook necessary to find peace and purpose as they are continually called to be part of something more.
Brand Voice
Purposeful
We are deliberate and determined.
We are not single-minded.
By imparting Jesuit values into the lived experiences of students, we inspire them to find their own sense of meaning with opportunities to serve, reflect, refine, repeat.
Our expressions reveal our commitment to finding purpose—both in ourselves and the world we occupy— and the creation of spaces that promote self-expression and effective pedagogy.
Optimistic
We are positive and engaging.
We are not idealistic.
We don’t aim for “perfect.” Instead, we aspire to be part of something greater. By trusting our methods and maintaining a curiosity for the new, we ignite hope in what’s possible.
Our expressions reveal our community’s very real impact on society. Whether through direct action, advocacy, or leadership, we leave an enduring mark on the world.
Actionable
We are constructive and effective.
We are not formulaic.
We help students to reach their whole potential by providing them with a proven set of skills and the knowledge to apply them. Our expressions reveal a preference for progress, celebrating our institutional commitment to generous service and the development of habits that promote intellectual, social, and spiritual growth.
Assured
We are faithful and trusting.
We are not dogmatic.
With the teachings of Saint Ignatius guiding our work, we’re confident in our ability to transform the lives of those here to learn, because with every transformation, we make the common good greater. Our expressions reveal a community motivated by time-tested values that prepare well-rounded people for what’s next.