S univerSity San arCoS€¦ · The previous University Logo (shown below with the full...

Logo StyLe guide & Brand StandardS

Prepared by the CSUSM Office of CommunicationsJanuary 4, 2016 Edition

CaLifornia State univerSity San MarCoS

taBLe of ContentS

TOPIC / SECTION PAGE NUMBER

Section 1: Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Section 2: University Naming Conventions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Section 3: University Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Section 4: Approved University Logos

University Seal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

University Logo and Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

University Logo Sub-Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Branded House vs. House of Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Spirit Logo and Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Logo Free Space and Placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Logo Color Variations and Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Section 5: Retired / Decommissioned University Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Section 6: Name Tag Protocol . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Please Note: This style guide will be regularly updated with changes to existing sections and the addition of new sections. Please visit www.csusm.edu/communications on a regular basis for the latest style guide edition.

CSUSM LOGO STYLE GUIDE & BRAND STANDARDS

INTRODUCTION: WHY IS THIS GUIDE SO IMPORTANT?

From a marketing and design perspective, the look and feel of all materials and publications affect how image is conveyed and perceived. These standards were created to help bring the image of California State University San Marcos to life. Consistent application of these standards over time will benefit CSUSM through improved awareness, recognition, and professional appearance.

This document represents a collection of standards for logo usage that must be adhered to at all times.

If you have any questions about the standards presented in this document, please contact the Office of Communications at [email protected] or 760.750.4010.

1CSUSM LOGO STYLE GUIDE & BRAND STANDARDS

univerSity naMing ConventionS

Formal / Official Name:

California State University San Marcos

The official and legal name of the institution is California State University San Marcos (without a comma). All documents or publications communicating information about programs or services of the University should use this name on the cover in a clearly-readable size (preferably through the use of an official logo variation as described on pages 5 and 6 of this guide). In addition, the full name should always be used as the first reference to the University in a speech or body of text.

Common Names:

CSUSM Cal State San Marcos CSU San Marcos

On subsequent reference in a speech or body of text, it is acceptable to use CSUSM, Cal State San Marcos, or CSU San Marcos. For headline use, CSUSM or Cal State San Marcos are acceptable. Cal State San Marcos is also acceptable for use in the University’s Spirit Logos as described on page 8 of this guide.


univerSity CoLorS

Official University Blue

Color Name RGB Hex CMYK Pantone

CSUSM Dark Blue 30 - 42 - 91 1E2A5B 100 - 80 - 0 - 40 295

Secondary University Blues


CSUSM Medium Blue 47 - 63 - 134 2F3F86 100 - 80 - 0 - 0 293

CSUSM Light Blue 166 - 188 - 213 A6BCD5 25 - 5 - 0 - 10 277

Other Accent Colors


Beige 223 - 212 - 186 DFD4BA 0 - 5 - 15 - 10 7500


univerSity SeaL

Purpose

The primary purpose of the University Seal is to authenticate the official actions of the University’s president, and it is usually accompanied by the President’s signature. The seal is only used in formal and official documents as described below. It is not intended for promotional purposes.

Acceptable Uses and Permissions

Permission of the President’s Office or the President’s designee is required for use of the seal.

Allowable uses include:

• Diplomas

• Certificates

• Legal Documents

• Official Records


univerSity Logo and variationS

Purpose & Acceptable Usage

The University Logo functions as the primary identifying element of the University and is to be used only on official documents related to University business, official signage, or official merchandise. If you are unsure as to whether your desired use of the University Logo is allowable, please contact the Office of Communications at [email protected] or 760.750.4010.

Approved versions of the logo are demonstrated below:

Full Name Hills Above

The primary variation of the University Logo. For use in any official medium. Please use this variation whenever possible.

Full Name Hills at Left

A secondary variation of the University Logo. For use in any official medium where vertical space is limited and only a long, horizontal open space is available (eg: University website header).

Full Name Text Only

A secondary variation of the University Logo. For use in any official medium. It is completely acceptable to use this stylized full University name without the “hills” icon adjacent.

CSUSM Initials Text Only

A stylized, tertiary variation of the University Logo. Primarily for use in official University documents that are stylistically more informal, as well as clothing and merchandise.


univerSity Logo SuB-BrandS

Purpose

Many different University entities are associated with Cal State San Marcos. It is imperative that the University’s name, message, and identity are applied consistently by all entities. In an effort to augment this consistency, yet give all major and / or public-facing operating units a unique identity to call their own, the Office of Communications has developed the following physical sub-brand variations on the University Logo:

Full Name Hills at Left and Divisional Name at RIght

Full Name Hills Above and Divisional Name Below

Which University entities are allowed to use these sub-brand variations?

The following entities have permission to use an official sub-brand: Office of the President, University Advancement, Finance & Administrative Services, Academic Affairs, Student Affairs, Community Engagement, the Colleges, School of Nursing, Library, and Extended Learning. The Office of Communications is also allowed to use a sub-brand in campus-wide email blasts. Other departments and entities my be applicable. Please contact the Office of Communications for approval and logo artwork.

When should these sub-brand variations be used?

These official sub-brands should be used sparingly. Primarily, they are intended for use in the header on official letterhead and email communications originating from the operating unit. They may also be used on unit-specific promotional materials (eg: the brochures produced each semester by Extended Learning). Additionally, their usage must follow the same fundamental standards noted at the top of page 5.

What about my department or organization? Are there any exceptions?

Units such as academic departments and campus service offices are generally not eligible for their own logo or sub-brand. Instead, they should use the University Logo or their division’s University Logo Sub-Brand in any given document with a text notation elsewhere in the document highlighting their specific department. Athletics, the Alumni Association, and student organizations should use an official Spirit Logo as defined on page 8 of this guide. A very limited number of Campus units and auxiliaries may create their own unique logos because of their unique missions and needs. These Campus units include, but are not limited to: University Auxiliary Research Services Corporation, and Associated Students Inc. However, these unique logos must show a clear relation the University and are subject to review by the Office of Communications. Please see the examples of this on page 7.


Branded HouSe vS. HouSe of BrandS


As stated on the previous page, a very limited number of Campus units and auxiliaries may create their own unique logos because of their unique missions and needs. These Campus units include, but are not limited to: University Auxiliary Research Services Corporation, and Associated Students Inc., etc. However, these unique logos must show a clear relation the University and are subject to review by the Office of Communications, please contact the Office of Communications at [email protected] or 760.750.4010.

The University Established as a Branded House

In these unique cases that Campus units need a unique logo or graphic, the CSUSM hill and intials tag should be added. This will allow the individual units to use a variety of graphics while perserving continuity of the University brand as a whole. Please see the examples below.


CSUSM Hills and Initials Logo Tag

Option #1

CSUSM Hills and Initials Logo Tag

Option #2

ST UDENT V ETER ANORG ANIZ ATION

Spirit Logo and variationS

Purpose

The Spirit Logo functions as a secondary identifying element of the University and is to be used as such for campus departments and functions related to athletics, student life, alumni relations, and merchandising. Approved versions of the logo are demonstrated below:

Cougar Head Only Cougar Head with Name Below

Cougar Body with Name Below CSUSM Name or Initials Only


The Cougar Spirit Logo is typically reserved for official use by Cougar Athletics, the CSUSM Alumni Association, SLL / student organizations, and the CSUSM University Store (merchandising). As result, the Office of Communications must first review and approve all Spirit Logo requests. If you would like to discuss using a Spirit Logo variation in your design project, please contact us at [email protected] or 760.750.4010.

Other Notes

• For the Alumni Association and student orgs, the “COUGARS” text in the blue banner on the bottom edge of the logo can be changed to read “ALUMNI ASSOCIATION” or use the name of the requesting student org.

• The spirit logos are also available in one-color versions for screen printing and embroidery.


Logo free SpaCe and pLaCeMent

The following rules apply to the University Seal, the University Logo, the Spirit Logo, and all variations:

Free Space

Any instance of an approved University logo must maintain a certain amount of free space around the logo to preserve the appearance and integrity of the logo:

• .25” minimum in small documents (ie: the size of a postcard or smaller)

• .5” minimum in standard-size documents (ie: the size of a letter or tabloid sheet)

• 1” (and preferably more) in oversize documents (ie: posters or signs)

Vertical Placement

Typically, an official University logo should appear at the very top (above main content area) or the very bottom (below main content area) of any given document. The campus website and printed letterhead templates are examples of placement at the top of a document. A typical campus brochure with logo and contact information at the end of the body text is an example of placement at the bottom of a document. Other vertical placement may be appropriate in unique document layouts (eg: vertical centering).

Horizontal Alignment

Typically, an official University logo should align with the left margin, center line, or right margin of any given document, or any given document subsection. Other horizontal alignments are generally discouraged.


Logo CoLor variationS and uSage

On a White, Beige, or Other Light Background

Please use one of the following logo colors:

• Black (applicable to all logos)

• CSUSM Dark Blue (applicable to all logos)

• Multi-color (applicable to Spirit Logo only)

On a Black, Blue, or Other Dark Background

Please use one of the following logo colors:

• White (applicable to all logos except University Seal, which can only be displayed on a light background)

• Multi-color (applicable to Spirit Logo only)


retired / deCoMMiSSioned LogoS

The following older CSUSM logos have been retired / decommissioned:

The previous University Logo (shown below with the full “California State University SAN MARCOS” name in a serif font below the “hills” illustration) is retired / decommissioned:

The logo should be decommissioned immediately in favor of the updated logo shown on page 5 on digital documents and printed materials.


naMe tag protoCoL

Name tags should be a white plastic with blue lettering and have a magnetic fastener on the back.University branded name tags should include:

• current version of the University logo, “Full Name, Text Only”

• the employee’s full name; both the first and last name

• the employee’s division

To ensure consistency, please order your name tags from: San Marcos Trophy574 E. Mission Road, Suite JSan Marcos, CA 92069

PH: 760-744-0171FAX: 760-744-3524

EMAIL: [email protected]


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