brand: (1) kind, grade, or make, as indicated by a stamp, trademark, or the like; (2) mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.; (3) a characteristic or distinctive kind logo type (1) an identifying symbol (as for use in advertising); a device, design, or figure used as an identifying mark University Identity Graphic Standards
Contents Introduction and Purpose... 1 Official University Logos and Marks... 2 University Seal...3 University Wordmark...4 College Badges...5 Athletic Marks...6 Visual Representation... 7 Do s and Don ts... 9 Nomenclature... 12 Web Identity Standards... 12 Marketing Messages... 12 Terms and Conditions... 13
Introduction and Purpose Branding is more than just sticking a logo on a brochure. It is about defining what kind of experience we want our students, faculty, staff, alumni, friends, and the public to have with our institution and what kind of reputation we want to build. Effective branding of California State University, Stanislaus will convey the ideals of cultural, artistic, and academic excellence as embodied in the University mission statement. The CSU Stanislaus identity integrates all elements of the University s graphic design and their application to print, interactive and broadcast media, environmental graphics, and all other forms of media and collateral materials. A consistent visual identity unifies an organization and presents a memorable and stable public face. Inconsistency can compromise the integrity of our brand and weaken the University s public image. The purpose of this publication is to help establish and maintain visual consistency, which in turn supports a strong sense of identity and excellence for CSU Stanislaus. Following these standards will help us build and maintain the University s brand image in a diverse marketplace of academic brands. Please help us achieve the University s branding goals by implementing these proper styles into each document you create that uses the CSU Stanislaus name and/or images. If your specific question is not answered here, please contact the Office of Communications & Public Affairs at 667-3798 or consult the Web site at www.csustan.edu/communications. Note: All seals, wordmarks, logos, and document templates on the CSU Stanislaus Web site or on any CSU Stanislaus Web page are the exclusive property and copyright of CSU Stanislaus. Please familiarize yourself with the Terms and Conditions of Use at www.csustan.edu/communications. Any exceptions to or deviations from the standards must be approved by the Office of Communications & Public Affairs within the Division of University Advancement. 1
Approved Logos and Marks Images and templates referenced in this guide, including logos, letterhead templates, and more, may be downloaded in various formats (EPS, JPG, GIF) at www.csustan.edu/communications/graphicstandards.html A logo is a flag, one of our most valuable resources and one of our strongest marketing tools. It helps us stand out in a crowd and distinguishes us from other schools, products, and brands. CSU Stanislaus logos include the University seal, University wordmark, and various subordinate department and promotional logos. The seal represents California State University, Stanislaus and its values. It signifies a commitment to tradition, education, and innovation. The seal is primarily used as a signal of authentication and academia. In order to maintain its integrity and effectiveness, it should only be used on official CSU Stanislaus documents, such as diplomas, transcripts, certificates, contracts, formal stationery, invitations, and top-level publications. The seal should not be used for informal or routine materials. 2
University seal, two-color. To be printed in two specific colors only: Pantone red 1797 and yellow 131, or CMYK equivalents. University seal, single color. May be printed in black, red, gold, grayscale, or white (reverse on dark background). Pantone 1797 C-0 M-100 Y-99 K-4 Pantone 131 C-0 M-32 Y-100 K-9 Black C-0 M-0 Y-0 K-100 Grayscale 3
The wordmark should be the primary mark for all general promotion uses, such as marketing publications, brochures, fliers, and event programs. In order to protect the integrity of the brand, the wordmark must not be altered or replaced by any other typeface. The wordmark consists of the words California State University at 40% line screen, and the word Stanislaus at 70% line screen, separated by a red vertical line. Wordmark, primary Wordmark, secondary (stacked) The wordmark should always supersede in size and prominence the marks or logos of any departments or programs. In most cases, the use of the wordmark together with the seal is redundant and should be avoided. The single-line wordmark is the primary identifier for University publications. The secondary (two-line) version may be used only when the single-line wordmark does not fit the available space or is not compatible with a design or layout. The 100% version of the marks is preferable only on one-color jobs, or on materials that are likely to be photocopied or printed on newsprint. The reversed to white version of the wordmark is required on dark backgrounds. Wordmark, 100% California State University Stanislaus Wordmark, reversed (white on solid background) 4
Pantone color 214C C-0 M-100 Y-34 K-8 Pantone color 491C C-0 M-79 Y-100 K-52 Representing each of the six University Colleges, college badges may be used in conjunction with the wordmark or seal (not both). Each badge has a specific color associated with it. Therefore, the badges are designed to be printed in color (Pantone colors as noted, or CMYK equivalents). Pantone color 145C C-0 M-47 Y-100 K-8 Pantone color 287C C-100 M-68 Y-0 K-12 Pantone color 2715C C-57 M-45 Y-0 K-0 Pantone color 349C C-100 M-0 Y-91 K-42 5
The Warrior logo and wordmark comprise the athletic signature. These images are intended primarily for Athletics and are not for scholarly or academic use. The primary uses of the Warrior logo and signature are for Athletics, alumni, and student organizations; however, they may be used by other organizations on spirit-related, student-focused, or celebratory materials with short shelf life. The athletic signature combines the two elements of the athletic brand, the Warrior wordmark and the Warrior logo. The athletic signature is to be printed in approved colors only (Pantone red 1797, Yellow 115, and black) or black only. Athletic signature, three-color, red, yellow, and black Athletic signature, one-color, black only Warrior logo, three-color, red, yellow, and black Pantone 1797 C-0 M-100 Y-99 K-4 Pantone 115 C-0 M-9 Y-80 K-0 Black C-0 M-0 Y-0 K-100 Warrior logo, one-color, black only 6
Visual representation Minimum Clear Space Orientation As often as is practicable, the standard version of the wordmark, with the words (California State University, Stanislaus) all on one line should be used. However, if space is restricted, it is permissible to use the stacked version, with Stanislaus set flush right below and the red bar bordering on the right edge (see p. 4). Never attempt to recreate or orient the wordmark to read vertically. Clear Space A minimum area, as described below, must be maintained between the logo/wordmark/seal and any other art elements or typographic matter. Avoid placing the logo over photos or artwork unless there is a sufficiently large, clear area in the artwork that can contain the logo and the minimum surrounding area. A minimum area equal to 50% of the height of the CSU Stanislaus wordmark or 1/8 of the diameter of the CSU Stanislaus seal is required around the image. For the Warrrior images, a minimum area equal to ¼ of the diameter of the logo or ½ of the height of the signature is required. 7
Size and Proportion Wordmarks and logos should not be stretched, squeezed, or otherwise distorted in any way. The seal should be no less than ¾-inch in diameter. In rare cases, such as business cards or other small items, a smaller seal is permissible; however, permission must be secured from the Office of Communications & Public Affairs. Minimum size for the wordmark to appear is 2 inches wide (except as noted below). It should not occupy more than ²/ ³ of the width of a layout design. Backgrounds When necessary, the wordmark may be used against a dark or colored background. In this case, the reversed version of the mark should be used; minimum width of the reversed wordmark is 2-1/2 inches. Minimum ¾-inch Minimum 2 inches Positioning The University seal or wordmark should be the dominant image and supersede other subordinate marks. Minimum 2-1/2 inches 8
Do s and Don ts DO use only the approved and current seals, wordmarks, and logos as shown in this publication. DO consider the appropriate uses for the wordmark (general promotion) and seal (authentication and formal use). DO download files and wordmarks from the Communications & Public Affairs Web site at www.csustan.edu/communications. DO make sure when using multiple logos that the CSU Stanislaus image supersedes all others in size and proportion. DO use only approved Pantone colors or PMS equivalents in four color CMYK process. DO contact the Office of Communications & Public Affairs before designing logos for other departments. DO use only approved designs for letterhead, envelopes, business cards, and other template materials. DO use the 100% version (black or white) of the wordmark on a screened or reverse background, or on materials that are likely to be photocopied. DO NOT use any obsolete or old logos. DO NOT attempt to scan the images from printed materials. DO NOT attempt to recreate the wordmark using similar fonts. DO NOT modify the images in any way. DO NOT use the wordmark as part of another logo or graphic symbol without permission from the Office of Communications & Public Affairs. DO NOT attempt to use the screened (primary version) of the wordmark on a reverse background. DO NOT alter the proportions of the images by stretching, squeezing, or otherwise distorting. DO NOT hesitate to contact the Office of Communications & Public Affairs at 209-667-3798 if you have questions. 9
Proper and Improper display of University Seals and Wordmarks PROPER Magnim quiscilit lore eugait venisim vel dolorero essequisl utpat praessi tie magniam iure commolore dui tat el ullut la feui tie corero et inci blam verat am ip exer ing etum quisci blan heniam zzriure con hendremad tet lorequisit wis ea faccum ilit doloremvullaore volendit OR 10
IMPROPER Stretched or Distorted Unauthorized Color Magnim quiscilit lore eugait venisim vel dolorero essequisl utpat praessi tie magniam iure commolore dui tat el ullut la feui tie corero et inci blam verat am ip exer ing etum quisci blan heniam zzriure con hendremad tet mhe kjy Insufficient Clear Space OR Standard (screened) wordmark on dark background. Stretched or distorted wordmark Overprinted on background art 11
Nomenclature The official name of the University is California State University, Stanislaus. In both print and electronic documents, first reference to the University s name should be California State University, Stanislaus. Subsequent references may be CSU Stanislaus. Cal State Stanislaus is reserved for referring to Warrior Athletics. Use of the initials CSUS is strongly discouraged. Avoid referring to the University as Stan State or Stanislaus State. Web Identity Standards Web design standards, including required identity elements, have been developed to improve usability, content management, accessibility, and institutional branding through consistency in design, navigation structure, and functionality. These guidelines are consistent with and complement the print standards. CSU Stanislaus Web managers and designers should refer to the Communications & Public Affairs Web site for complete Web design standards. Marketing Messages In promoting the University, please keep in mind some of its main marketing messages: highly rated academic programs with a focus on career success and preparing the region s workforce a beautiful, friendly campus affordability and value favorable faculty-to-student ratio that fosters a personalized education 50 years of academic excellence The Office of Communications & Public Affairs staff can assist with crafting audience-appropriate messages. 12
Terms and Conditions Modifications CSU Stanislaus reserves the right to change the Terms and Conditions at any time. Continued use of images and materials herein after such changes indicates acceptance of the Terms and Conditions as modified. Copyright CSU Stanislaus seals and document templates are the exclusive property and copyright of CSU Stanislaus. Unauthorized use It is illegal to copy or use any portion whether by photographic means, scanning, digital copying, or as reference for another illustration. It is illegal to incorporate all or part of any image into another seal or document template. The original seal, however modified or distorted, is still protected by copyright. Unauthorized use, publication, or transmission of any seal is an infringement of copyright and you will be responsible for any fees, damages, and/or compensation arising there from. Conditions of licensing The right to use and reproduce the images will be at all times subject to and governed by the specific terms of agreement described by the CSU Stanislaus Trademarks and Licensing Program, as well as the following general terms and conditions: 1. CSU Stanislaus seals and document templates are the exclusive property and copyright of CSU Stanislaus. 2. User warrants that the use of the seals and document templates is solely for CSU Stanislaus purposes. 3. Exclusive rights to any seal or mark are not available. 4. Context of use: a. The seals and marks may not be used in a defamatory, libelous, or pornographic context, or contrary to ethical business practices; b. User is responsible for all text used and claims made in connection with the use of any seal or mark. 13
CALIFORNIA STATE UNIVERSITY STANISLAUS One University Ci r c l e Tu r l o c k, California 95382 Off i c e o f Co m m u n i c a t i o n s & Pu b l i c Af fa i r s (209) 667-3798 www.csustan.edu/communications