Brand and Graphics
Standards Manual
LAST UPDATED 8/13/14
CONTENTS
INTRODUCTION2
OBJECTIVES AND BENEFITS
3
UNIVERSITY NAME
5
UNIVERSITY LOGO
6
• Why have a unified visual identity?
• What’s wrong with having multiple identities?
• Values and themes
• Graphics standards oversight
• Approval and usage
• Accepted uses
• Formal name
• Informal name
• Main elements to the new Fresno State visual identity
• Basic rules
LOGO COMPONENTS8
• The complete logo
• Logo size
• Typography
COLOR9
• Color palette
• The logo on a photograph
• Color variations and background
ALTERNATE LOGO CONFIGURATIONS11
• Request a digital logo file
• Unacceptable uses misuse of the logo
SUB-IDENTITIES13
• School and College logos
• Centers, Institutes, Departments and Programs
• Faculty and Staff Organizations/Associations logo usage
• Multiple logos
BANNERS, BOOTHS AND DISPLAYS
16
UNIVERSITY SEAL
17
• Campus Banners Exterior and Interior
• Booths, Backdrops and Displays
• Usage guidelines
• What it symbolizes
• Academic Seal Letterhead
STATIONERY19
• Desktop Printing and Electronic Letterhead
• School and College Printed Letterhead
• School and College Electronic Letterhead
• Envelope
• Business Cards - Single and Double-Sided
PHOTO SERVICES
GUIDELINES FOR REQUESTING PHOTOGRAPHY
25
• Summary of basics
• Requesting a photo shoot
• Requesting an existing photo from the photo archive
• Working with freelance photographers and using stock images
• Conducting or using your own photography for your department’s use
• Our style
• Copyright and usage information
STUDENTS29
• How do students fit into the identity of the campus?
• Student Organization logo usage
• Student business cards
WEB STANDARDS
30
ATHLETICS31
TRADEMARK LICENSING PROGRAM
31
CONTACTS32
In 2009, Fresno State began examining its marketing and
communication practices. Led by the campus Integrated
Marketing and Communications Council, we discovered more
than 100 individual logos for campus units or departments,
and countless instances of the official campus logo being
distorted, misplaced or misused. There were many variations
of the University name, as well. All this meant Fresno State had
a fractured identity.
An Integrated Marketing Steering Committee was
appointed by the President, comprising faculty, staff,
administrators and students, plus alumni with marketing
expertise. Based on quantitative and qualitative research
through surveys, focus groups and reviews of existing
communications materials and strategic objectives, the
Steering Committee worked to develop an integrated
approach to marketing and branding that is authentically
Fresno State.
The committee drew upon the key points in the
University’s strategic plan and conducted focus groups
with all our stakeholders to help shape marketing and
branding elements. This research guided formulation of
our identity program and standards. Our own graphic
design students worked with the Steering Committee to
develop the wordmark portion of the new logo.
By consistently communicating who we are, we build
strong recognition and familiarity that benefits all areas
of our University community. We can more effectively
promote Fresno State to all audiences, support our
recruitment efforts, build an enduring connection
between our students and the University, strengthen
regional and national awareness and add private
financial support.
This Brand and Graphics Standards Manual will
guide you in understanding and employing these new
resources effectively to help strengthen every facet of
the University.
Your support is critical to our overall success, and the
sustainability of our identity.
Watch the video at:
2
www.youtube.com/FresnoState
OBJECTIVES AND BENEFITS
Through the proper and consistent placement of our University logo and
its affiliated designs, we have the opportunity to communicate to the world
messages about what Fresno State means. Our visual identity reflects
more than artistic designs and thoughtful typestyles; it speaks about our
values and image. Consistent use of our visual identity, as outlined in this
manual, will help our University to reinforce the image we hope to portray.
A visual identity is much more than a logo. It’s more than colors and
fonts. It’s everything we produce that presents the name of the University.
When individual units and departments seek unique, individualized logos
instead of paying special attention to the University’s logo (not just how
it looks, but what it means), then it sends the wrong message. There
is not a clear statement as to the University’s visual identity when it
presents itself with numerous logos and thus, the University is viewed
as unorganized. Moreover, when units and/or departments use their own
logos, the University is perceived as secondary, when in reality, those
units/deptartments are dependent on the University for their existence.
Research has proven that multiple logos from a single institution dilute
the core identity.
The look and feel of Fresno State materials
– whether publications, advertisements,
video productions or Web pages
– show our personality and strengths.
Unfortunately, they also can show our
weaknesses if we do not present them
properly. A true unified visual identity will
happen for Fresno State when all of our
visual communications come together to
reinforce the core identity of the University.
The purpose of this manual is to help you understand the University’s
need to present a unified visual identity. No, things don’t need to look the
same. But there are elements that need to be consistent, and that starts
with the University logo. And even with the logo, there are variations we
have provided for you that allow you more flexibility than ever before.
The Office of University Communications is happy to work with the
campus community to meet the standards outlined in this manual.
WHY HAVE A UNIFIED
VISUAL IDENTITY?
The simple reason is to help the
University communicate more
clearly to all of its audiences.
By clearly communicating who
we are and what we stand for we
are better able to:
• Raise the University’s profile
in the region and across
the country
• Communicate as a whole
instead of in parts
• Support donor cultivation
• Help recruit new students
• Connect current students
to the University
• Keep alumni connected
after they graduate
WHAT’S WRONG WITH
HAVING MULTIPLE
IDENTITIES?
• Additional logos put the
University second to those
other logos – and weakens
our identity as a whole
• Makes us compete with
one another
• Inefficiently uses limited
budgets and resources
• Dilutes the institution’s
sense of itself
• Confuses the students,
alumni, donors, influencers
and community
3
VALUES AND THEMES
APPROVAL AND USAGE
The visual identity that is presented in this manual
is the result of more than a year of development,
including research and testing sample designs.
Concurrent with this project, members of the
design team have been involved with projects
that also measured opinions about our campus.
The themes of these messages are also the
focus of the Fresno State recruiting video and the
foundation for the new campus website.
While this manual is intended to set policies and
guidelines for the use of the University’s visual identity,
it is also meant to provide users with flexibility and
assistance so they can visually portray the University in
a consistent manner.
GRAPHICS STANDARDS
OVERSIGHT
The visual identity program is administered
through the Office of University Communications,
which oversees the University’s publications and
graphic design. Policy questions about the rules
contained within this manual should be directed
to brand@csufresno.edu. The Office of University
Communications works within the division of
University Advancement in cooperation with
the offices of Printing Services, Mail Services
and Purchasing to oversee implementation of
these guidelines and to provide consultation and
ensure compliance.
General questions about these guidelines and
use of the marks should be directed to the
executive director of Web communications and
publications or email brand@csufresno.edu.
4
To ensure that materials are in compliance with this
manual and Fresno State policies, all printed materials
must be officially approved by the Office of University
Communications. It is the policy of the University that
the Purchasing Department will not issue payment to a
print vendor unless this approval is received in advance
of publication regardless of funding source.
Letterhead, business cards and similar materials
printed by the University’s Printing Services office
are not required to go through the Office of University
Communications for approval, since templates for such
materials have already been approved. However, special
exceptions to the standard models must be approved
by the executive director of Web communications and
publications before printing.
The Office of University Communications encourages
campus units to use its graphic design services, but
departmental and off-campus designers are also
welcome. Publications created outside of Fresno State’s
Office of University Communications MUST be approved
before the material is printed. Please allow at least two
working days for review.
To schedule a meeting to discuss design and printing
needs, email brand@csufresno.edu.
UNIVERSITY NAME
ACCEPTED USES
The Fresno State visual identity is much more than a graphic appearance; the University’s visual identity represents
an important component in its unique personality. It is important to use the name correctly and consistently to
distinguish the University from others in the system and around the country. Through consistency, Fresno State can
continue to establish name recognition locally, regionally and on a statewide and national level as well.
California State University, Fresno
This is the University’s formal name that identifies it as part of the California State University system.
California State University, Fresno is one of 23 campuses in the CSU system. This name is trademarked by the
University.
Fresno State
This is the acceptable shorter, less formal name for the University. It is acceptable as a first text reference, as well as
subsequent references. This name is trademarked by the University.
The Comma
Because there are different uses of the University name, there are also different rules for use of the comma. When
the formal, full name appears on a single line title or in copy, the comma is always used, separating California State
University from its location in Fresno. It is incorrect to replace the comma with “at” or “of” or any other connecting
word or symbol. In addition, when California State University, Fresno appears in a sentence such as this one, there
is no comma following Fresno.
Acronyms
No acronyms are allowed.
Examples:
FORMAL NAME
CorrectIncorrect
California State University, Fresno
California State University Fresno
California State University at Fresno
California State University of Fresno
California State University in Fresno
California State University – Fresno
California State University: Fresno
Cal State University Fresno
Cal State Fresno
CSU Fresno
CSUF
INFORMAL NAME
CorrectIncorrect
Fresno State
Fresno State College
Fresno State University
FS
F.S.
FSU
F.S.U.
Fr. State
Fr. St.
5
UNIVERSITY LOGO
The Fresno State logo is the primary graphic identification mark that visually distinguishes the University. Its design
is intended to identify the campus in a modern, clean fashion and should be used by all campus units to convey a
sense of the whole University through uniformity and consistency.
The University logo must be displayed prominently on the cover on all multi-page University documents and
publications unless superseded by the University seal (See Page 18 for guidelines on when the seal is an option).
On single-sheet publications and documents such as fliers, postcard mailers etc., the logo must be on the primary
informational side of the publication. The logo must be no smaller than 1.25 inch wide and proportional in height. If
multiple logos (for event sponsors etc.) are necessary, the University logo must be in the superior position. Multiple
University logos are not permitted on the same publication (please see Page 16 for examples of how to brand with
multiple University entity sponsors). Questions about logo placement, size and color options should be sent to
brand@csufresno.edu.
Other logos are not permitted. Research proves that the use of multiple and differing logos dilutes the impact and
effectiveness of the primary identify of an institution and confuses the target audiences.
Variations of the Fresno State logo allow campus entities to be associated with the University visual identity. See the
following page.
Student leadership organizations (i.e. student clubs, Greek organizations) are not required to use the university
identity or logo.
Students wanting to align their groups with the University identity are strongly encouraged to contact the Office of
University Communications for consultation and more information. If student groups would like to use the University
identity, they must request and receive written permission from the Office of University Communications. If permission
is granted, the identity cannot be modified in any way. Design elements of the identity are not allowed to be extracted
and used in designs. For instance, portions of the logo may not be extracted and used as part of another design.
Logo usage evaluation is based on the goals and missions the organization has in place. If they are consistent with
the University goals and missions, that will increase the likelihood of approval.
6
THERE ARE SEVERAL MAIN ELEMENTS TO THE FRESNO STATE
VISUAL IDENTITY:
• The design of the wordmark, which is simply our name expressed in a specific font
• The design of the paw icon
• The tagline: Discovery. Diversity. Distinction.
• The lettering style (or font)
• The correct colors
• The correct size, proportion and spacing
• The correct background
No logos other than the official Fresno State logo and those logos
recognized as officially approved logos are authorized for use on any
letterhead, business cards, publications, websites or other applications
representing the University or a unit of the University.
This manual includes chapters that address the logo (the proper combined use of the icon and wordmark), along with
specific guidelines for its proper use. A wide variety of accepted uses of the logo have been accommodated, allowing
campus units tremendous flexibility in how they present the University’s visual identity. However, all applications of
the logo must follow the guidelines set forth in this manual, and such uses must be approved by the University’s
Office of University Communications.
Consistency in the use of the logo and wordmark elements assists in protecting the University’s visual identity against
plagiarism. Please refer to the sample logos on the following pages for proper usage.
BASIC RULES
• Don’t alter the proportions or spatial relationships
of the logo or its parts (paw icon and wordmark);
• Don’t change the color of the logo;
• Don’t lighten or darken the logo;
• Don’t use the logo in outline form;
• Don’t add an outline to the logo;
• Don’t distort, skew, morph or italicize the logo;
• Don’t use artificial dimensional effects (such as making
the logo three-dimensional or using the digital
embossing effect). Having the logo actually embossed
is acceptable but using artificial dimensional effects
can reduce the legibility of the logo and change the
logo design.
• Don’t make a pattern or decorative device out of the
logo or its parts (wordmark);
• Don’t use any part of the logo or its styling as the basis
for another design;
• Make sure there is enough contrast between the
logo and any background it is against to ensure proper
legibility;
• Avoid busy, complex backgrounds that interfere with
legibility;
• Don’t use a logo unless it is in perfect condition (no
jagged edges, blurriness, missing parts).
Please consult with the Office of University Communications to clarify any of the basic rules at 559.278.8595 or email
brand@csufresno.edu.
7
LOGO COMPONENTS
The primary Fresno State logo consists of the paw icon, the wordmark and the tagline. There are instances when the logo
will not use a tagline and instances when the tagline will be replaced by the name of a campus unit.
1. THE ICON
The paw image represents campus pride in our mascot,
the Bulldog.
2. THE WORDMARK
The wordmark has been crafted in all-caps in a specially
designed variation of the font, Friz Quadrata. Imbedded
in the wordmark is the Bulldog paw print.
3. THE TAGLINE
A tagline is a memorable phrase that expresses
a brand. Our tagline is “Discovery. Diversity. Distinction.”
It declares the uniqueness of Fresno State as an institution.
The University tagline is part of the official Fresno State
logo. When the tagline appears with the wordmark, it must
appear as an integral component of the logo, either in the
approved horizontal version or the stacked version.
THE COMPLETE LOGO
Please see the sections about proper and improper uses
of the logo and wordmark on the following pages to
understand the accepted applications.
The logo or wordmark should not be repositioned in
relation to each other in any way other than designated
by these guidelines.
The logo can be used with the name of a college,
department or other campus unit, as explained in this
manual on page 14. This allows those units to have their
own identity while linking to the overall identity of the
University. The purpose is to project the University as a
whole, with its relationship to individual units in the form
of an extension logo.
However, please do not create this extension logo
yourself. Please consult with the Office of University
Communications to have your individual unit name
created in unison with the primary logo to assure the
correct type face, size and spatial relations.
The official Fresno State logo should appear on
all University printed and online communications.
It should always be displayed clearly but not necessarily
conspicuously, on the front and/or back of a brochure or
newsletter, and on advertisements and fliers.
LOGO SIZE
The full logo should be used no smaller than 1.25 inch
in width with no proportional loss in depth. Exceptions
to the size restriction will be made on a case by case
basis for smaller marketing items such as writing pens,
keychains etc.
TYPOGRAPHY
The Friz Quadrata typeface was modified to create the
“Fresno State” logo. The tagline “Discovery. Diversity.
Distinction.” appears in Helvetica Neue.
Other typefaces recommended: Myriad Pro, Frutiger,
and Futura.
8
1.25”
Recommended Clear Space
FRIZ QUADRATA
ABCDEFG
abcdefghi
123456789
HELVETICA NEUE
ABCDEFG
abcdefghi
123456789
COLOR
COLOR PALETTE
PMS 187
Web #C41230
PMS 187
C0 M100 Y79 K20
Web #C41230
R196 G18 B48
C0 M100 Y79 K20
R196 G18 B48
PMS 288
Web #002C76
PMS 288
C100 M67 Y0 K23
Web #002C76
R0 G75 B141
C100 M67 Y0 K23
R0 G75 B141
PMS Cool Gray 6
Web #BABCBE
PMS Cool Gray 6
C0 M0 Y0 K31
Web #BABCBE
R186 G188 B190
C0 M0 Y0 K31
R186 G188 B190
THE LOGO ON A PHOTOGRAPH
Photographs can produce an extra challenge to legibility
with color variations in images. The contrast between
the logo and the image should allow for legibility and
readability of the logo. Under no circumstances should
any outlines or effects be added to the logo.
9
COLOR VARIATIONS AND BACKGROUND
Fresno State’s official colors are cardinal red and blue.
The logo is to be used in its original approved color format.
The logo may also be foil-stamped in gold, silver, bronze,
red and blue. Use caution in matching foil colors to the
matching color palette.
In all applications, the contrast between the logo
and the background should allow for legibility and
readability of the logo.
FULL COLOR
It is acceptable to apply the full color logo to
white and other background colors providing
adequate contrast.
TWO COLOR
It is acceptable to apply the 2 color logo as shown
to white and other background colors providing
adequate contrast.
TWO COLOR
It is acceptable to apply the 2 color logo as shown
to a red background only.
TWO COLOR
It is acceptable to apply the 2 color logo as shown
to a blue background only.
ONE COLOR
It is acceptable to apply the one color (black) logo
to white and other background colors providing
adequate contrast.
REVERSED
It is acceptable to apply the reversed logo (white)
to black and other background colors providing
adequate contrast.
10
ALTERNATE LOGO CONFIGURATIONS
Shown below are four approved configurations of the logo, allowing additional flexibility. Do not create applications
other than those outlined below. Other configurations are incorrect and unacceptable:
LOGO WITH TAGLINE AT RIGHT
LOGO WITH TAGLINE UNDER THE RULE
LOGO WITHOUT UNDERLINE OR TAGLINE
REQUEST A DIGITAL LOGO FILE
SUB-IDENTITY LOGOS
The logos are available through the Office of University
Communications. To request a digital logo file email brand@
csufresno.edu or call 559.278.8595. To check for any updates to
the visual identity standards visit www.FresnoState.edu/brand.
Logo with rule and a unit name under
the rule. See page 14.
11
UNACCEPTABLE USES MISUSE OF THE LOGO
The logo must not be redrawn or modified in any way. It
must not be decorated, represented in perspective, outlined
or used for frivolous decorative purposes. Do not use the
DON’T USE OLD LOGOS
(Sunburst, Medallion)
DON’T APPLY EFFECTS
(drop shadow, bevel and emboss, glows...)
DON’T WATERMARK
DON’T STRETCH
DON’T SQUEEZE/CONDENSE
DON’T OUTLINE
DON’T CHANGE COLORS
DON’T TRY TO RECREATE
OR CHANGE FONTS
12
logo on a background that interferes with the legibility of
the logo. Contact the Office of University Communications
for assistance.
SUB-IDENTITIES
To help the University convey a unified visual identity and
keep our core identity from being diluted, it is necessary to
preclude most logos that have been created by individual
campus units. All academic and administrative departments
and divisions, as well as centers and institutes, research,
outreach, student services and support services units of
Fresno State, and its auxiliary operations may not design
their own individually styled logo. However, all are entitled
to associate their names with the Fresno State logo. Subidentities are restricted to no more than two lines (except
where a unit name requires additional lines) below the Fresno
State and underlying rule and cannot be a font size greater
than 40 percent the height of “Fresno State.”
“Office of,” “Department of,” will not be
displayed in the sub-identity. Do not try to
reproduce the logo; please contact University
Communications for your sub-identity logo.
Any taglines or mottos of campus offices
or programs may not be used directly with
the Fresno State logo. However, they may
be used if placed at a distinct distance away
from the Fresno State logo, such as at the
bottom of a page if the Fresno State logo is
on the top portion.
An identity extension is a graphic identification mark that
features the primary Fresno State identity and includes the
identity of a unit. For example:
SCHOOL AND COLLEGE LOGOS
College of Arts and Humanities
Craig School of Business
College of Health and Human Services
Jordan College of Agricultural
Sciences and Technology
College of Science and Mathematics
Kremen School of Education
and Human Development
College of Social Sciences
Lyles College of Engineering
13
CENTERS, INSTITUTES, DEPARTMENTS AND PROGRAMS
Here are several examples of sub-identities for use by departments, programs, centers and institutes. For specific
print-ready logos for your department, program, center or institute, email your request to brand@csufresno.edu.
CENTERS AND INSTITUTES
DEPARTMENTS AND PROGRAMS
14
FACULTY AND STAFF ORGANIZATIONS/ASSOCIATIONS LOGO USAGE
Faculty and staff organizations that do not maintain a national identity association are encouraged to use
a text treatment for their organization’s name. A separate logo is not allowed. Please contact the Office of
University Communications for assistance.
EX. 2
MULTIPLE LOGOS
EX. 1
Fresno State understands the importance of
creating a consistent look to brand or market
an event. For posters, ads, or other material,
the primary sponsor logo must be displayed
with all other participating schools, colleges,
departments etc. listed underneath.
(See examples 1 and 2)
15
BANNERS, BOOTHS AND DISPLAYS
CAMPUS BANNERS - EXTERIOR
The University encourages the use of the logo throughout campus. University Communications will work with campus
entities wishing to display University-themed banners, which may be affixed to light or other poles, outside buildings
or in other locations, to help design banners meeting both graphic and branding standards as well as Facilities
Management requirements. Working with University Communications on your banner design will ensure your banners
also will comply with signage policy, as well as ensuring your banners are consistent in size, material, durability and
mounting hardware with generic University pole banners already displayed across campus.
Available locations for exterior banners vary across campus and will be determined in consultation with University
Communications consistent with the campus signage plan; however, specific exterior banner locations cannot be
guaranteed. All associated expenses, including production costs and labor to install, if any, are the responsibility of the
school, college or department seeking to produce banners. Once banners are installed, University Communications will
work with you to determine when banners should be removed based on damage, discoloration, expiration of message
or other factors. Email brand@csufresno.edu for more information on exterior banners.
CAMPUS BANNERS - INTERIOR
Campus entities wishing to display banners inside University buildings will work with University Communications for
design approval and Facilities Planning for placement and compliance with signage policy.
Interior banners must meet University branding standards but may be produced in a variety of materials. Mounting
hardware type and location must be approved by Facilities Planning to ensure compliance with building or other
applicable policies or codes. Banners may not confuse or conflict with existing interior wayfinding signage and may not
be allowed in high traffic or visually “busy” areas.
All associated expenses, including production costs and labor to install, if any, are the responsibility of the school,
college or department seeking to produce banners. Once banners are installed, University Communications will work
with you to determine when banners should be removed based on damage, discoloration, expiration of message or
other factors. Email brand@csufresno.edu for more information on interior banners.
BOOTHS, BACKDROPS AND DISPLAYS
The University encourages the use of the logo on trade booths, backdrops and other types of displays. University
Communications will work with campus entities wishing to produce artwork for these booths, backdrops and displays,
and by working with University Communications you will ensure your banners comply with University Brand and Graphics
Standards. Email brand@csufresno.edu for more information about artwork for booths, backdrops and displays.
16
UNIVERSITY SEAL
The seal signifies the academic character of the University and is appropriately used in support of official University
policies, decisions, ceremonies or other formal actions as an academic institution. To maintain its integrity and
effectiveness, the seal may not be used for relatively informal, routine or promotional materials or for materials not
directly related to academic purposes without written permission by the vice president for University Advancement or the
executive director of University Web Communications and Publications. During the campuswide re-branding initiative,
the University seal remained unchanged in design, but its approved uses have been reserved for specific applications.
The seal, in full color or line art, is restricted to (but not required on) the following:
• the Office of the President;
• University-level formal and official documents such as diplomas, academic awards and certificates, transcripts,
resolutions and Commencement invitations, University reports;
• all faculty correspondence;
• international correspondence;
• correspondence with academic societies and publishers;
• letters of reference
If you choose, the University logo may be used for the above instead of the seal.
WHAT IT SYMBOLIZES
The official seal symbolizes formal authority vested in
the University. The seal is a mark of authentication and
institutional sanction. The official seal was designed
by artist and Fresno State Professor Emeritus Darwin
Musselman.
FULL COLOR OR LINE ART
USAGE GUIDELINES
For questions or to submit a request for exception
review, contact University Communications.
It includes the “lamp of learning” and the “book of
knowledge.”
The Latin inscription “Lvcem Accipe Vt Reddas”
translates as “Receive the light that you may give it
forth.” The University’s official name, California State
University, Fresno, encircles the seal. The date 1911
refers to the founding year of the University.
A campus stationery template with the Fresno State
logo is available in the Downloadable Resources
section of this website. This template may be used for
both printable and electronic (email) letterhead uses.
17
ACADEMIC SEAL LETTERHEAD
Letterhead - 8.5x11”
Shown here at 65 percent of actual size
August 23, 2013
Mr. or Mrs.
Address goes here
Dear Mr. or Mrs.:
PL
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bibendum blandit. Quisque id lacus nisi. Aenean scelerisque porta ante pretium
consectetur. Duis orci diam, feugiat pellentesque lacinia et, luctus at sem. Vivamus
lacinia mauris at ante hendrerit feugiat. Fusce at nibh id velit pretium volutpat. Sed eu
metus arcu. Curabitur vitae tempor lorem. Ut in sapien id magna congue elementum
sit
Include
amet ac justo.
Sincerely,
your return address
within the body or close of
your correspondence.
Joseph I. Castro
President
Office of the President
California State University, Fresno
Harold H. Haak Administrative Center
Henry Madden Library
5200 North Barton Ave. M/S ML48
Fresno, California 93740-8014
Electronic versions of the Academic Seal letterhead are not permitted.
18
STATIONERY
University stationery with the Fresno State logo as letterhead has been designed and may be used for all
correspondence. Customized stationery for all campus units may be ordered from Printing Services.
University stationery (see sample page 18) with the seal may be used for correspondence internationally,
all faculty correspondence, and with academic societies, publishers and for reference letters. The preprinted stationery may be obtained from Printing Services. Electronic (email) versions of the University
seal are not permitted.
All other correspondence will use University logo stationery with matching envelopes.
DESKTOP PRINTING AND ELECTRONIC LETTERHEAD
In addition to ordering pre-printed customized stationery from Printing Services, campus units may use a
template for both desktop letterhead printing and electronic (email) letterhead. Customized templates for
each campus unit are available from University Communications upon request. The letterhead templates
have the logo at the top and a footer with department personalization at the bottom. These fields are
unalterable by the user. The letter body area is formatted in Word for ease of typing.
The email letterhead templates for schools/colleges include a blue bar across the bottom of the sheet with
the words “Discovery Diversity Distinction” (see sample Page 21).
These templates allow each campus unit to compose email and print correspondence on desktop or
department printers in color using standard copy paper. To request an electronic letterhead template for
your department, program, institute etc., email brand@csufresno.edu.
Those who choose desktop printing should set their printer properties to the highest color and dpi settings
to ensure that quality images are produced.
19
SCHOOL AND COLLEGE
PRINTED LETTERHEAD
Letterhead - 8.5x11”
Shown here at 65 percent of actual size
Type here… Download electronic letterhead at www.FresnoState.edu/brand
(See sample Page 22)
20
School or College sub-identity
logo will appear in the header and
address in the footer.
SCHOOL AND COLLEGE
ELECTRONIC LETTERHEAD
Letterhead - 8.5x11”
Shown here at 65 percent of actual size
School or College sub-identity
logo will appear in the header and
address in the footer.
Download electronic letterhead at www.FresnoState.edu/brand
21
ENVELOPE
Envelope - 9.5x4.125”
Shown here at actual size
Kremen School of Education
and Human Development
Education Student Services Center
Certification & Graduate Programs
California State University, Fresno
5005 North Maple Avenue M/S ED301
Fresno, California 93740
Shown here at 75 percent of actual size
Kremen School of Education
and Human Development
Education Student Services Center
Certification & Graduate Programs
California State University, Fresno
5005 North Maple Avenue M/S ED301
Fresno, California 93740
22
A
SINGLE-SIDED BUSINESS CARD (TWO CHOICES)
• Smaller font size
• Longer email addresses wrap to two lines
• One website ONLY!
• Back side of business card is white for
extra writing space
Joseph I. Castro, President
Office of the President
California State University, Fresno
Harold H. Haak Administrative Center
Henry Madden Library
5200 North Barton Avenue M/S ML48
Fresno, California 93740-8014
www.FresnoState.edu
P 559.278.2324
F 559.278.4715
C 559.278.4715
josephcastro@csufresno.edu
Joseph I. Castro, President
Office of the President
California State University, Fresno
Harold H. Haak Administrative Center
Henry Madden Library
5200 North Barton Avenue M/S ML48
Fresno, California 93740-8014
www.FresnoState.edu
Kremen School of Education
and Human Development
Education Student Services Center
When using
a School
orPrograms
College name
Certification
& Graduate
California State University,
Fresno Center,
with a Department,
Program,
5005 NorthState
Maple Avenue
M/S ED301 Fresno
etc. California
University,
Fresno, California 93740
shifts down
P 559.278.2324
F 559.278.4715
C 559.278.4715
Kremen School of Education
and Human Development
Education Student Services Center
Certification & Graduate Programs
California State University, Fresno
5005 North Maple Avenue M/S ED301
Fresno, California 93740
josephcastro@csufresno.edu
Please remember to keep business card
information as concise as possible.
Joseph I. Castro
President
Office of the President
California State University, Fresno
Harold H. Haak Administrative Center
Henry Madden Library
5200 North Barton Avenue M/S ML48
Fresno, California 93740-8014
www.FresnoState.edu
www.SupportFresnoState.com
Joseph
I. Castro
P 559.278.2324
F 559.278.4715
C 559.278.4715
President
josephcastro@csufresno.edu
Office of the President
California State University, Fresno
Harold H. Haak Administrative Center
Henry Madden Library
5200 North Barton Avenue M/S ML48
Fresno, California 93740-8014
www.FresnoState.edu
www.SupportFresnoState.com
P 559.278.2324
F 559.278.4715
C 559.278.4715
josephcastro@csufresno.edu
Please contact Printing Services for assistance.
23
Fresno, California 93740
B
•
•
•
•
DOUBLE-SIDED BUSINESS CARD (TWO CHOICES)
Bulldog Pride - Red reverse Fresno State Logo
Larger font size
Two websites maximum
White area for longer website domains/email addresses or extra writing space
Joseph I. Castro
President
Office of the President
California
California State University, Fresno
Harold
Harold H.
H. Haak
Haak Administrative Center
Henry
Henry Madden
Madden Library
5200
5200 North
North Barton Avenue M/S ML48
Fresno,
Fresno, California
California 93740-8014
www.FresnoState.edu
www.FresnoState.edu
www.SupportFresnoState.com
www.SupportFresnoState.com
josephcastro@csufresno.edu
24
P 559.278.2324
F 559.278.4715
C 559.278.4715
PHOTO SERVICES
Photography is a powerful medium
of expression and communication.
Roughly 90 percent of information that
comes to the brain is visual, which
explains why people often look first
to images then to words. Visual aids
can improve learning by up to 400
percent. With these facts in mind, it
is important to understand that every
image communicates a message,
and does so with maximum impact.
At Fresno State, photography’s primary goal is to tell our
stories, stories that showcase Fresno State’s people, their
achievements, and their impact within our community.
Secondly we look to showcase the campus atmosphere,
which is especially important to prospective students by
depicting compelling scenes of campus life.
When you need original photography, we recommend
using our campus photographer, whenever possible. If the
campus photographer is unavailable for your photo request,
contact: caedmondson@csufresno.edu to obtain a list
of recommended freelance photographers. Our photo
release form is required for all recognizable subjects. For
your convenience we have provided a pdf of the release
form to download.
25
GUIDELINES
FOR REQUESTING
PHOTOGRAPHY
SUMMARY OF BASICS
• Clients should contact the University photographer at
least two weeks in advance to schedule a photo shoot
using the photo request form online.
• Allow two to five working days to fulfill requests for
existing digital photography from the photo archive.
• Using or distributing a photograph from the University’s
collection without consent is prohibited.
•
Upon using a photo, clients should use highresolution photos (high-resolution files measure at least
at the size you want them to display at 300 dpi or higher.
For websites, low-resolution images (at 72 dpi) should
be used.
REQUESTING A PHOTO SHOOT
The University photographer is available for certain
strategic on- and off-campus photo shoots for University
clients. If your request is for a project that is being
coordinated or managed by the Office of University
Communications, tell your contact that you need new
photography or a photo shoot and he/she will help with
the scheduling arrangements. Because we have only one
staff photographer paired with one student photographer,
you may be referred to a freelance photographer. Although
photo shoots conducted by the University photographer
are free of charge to our clients, you (as the client) must
pay freelancers for their services.
You must contact the University photographer at least
two weeks in advance to schedule a photo shoot. For
weekend requests a month notice is recommended
to avoid scheduling conflicts. Fill out the photo request
form online.
26
REQUESTING AN EXISTING
PHOTO FROM THE PHOTO ARCHIVE
Allow three to five working days to fulfill requests for file
photography; additional time will be needed for requests
for multiple photos. University Communications receives
a large number of requests for this service. Photos are
archived in a database, but the original files are stored
on DVDs. It takes time to locate, edit, copy and distribute
each request. To help expedite the process, please provide
any details that would help locate the photo such as the
date of the event, the persons depicted in the photo and
the photographer who took the photo. If your request is
for three or fewer images, we can send them by email.
Otherwise, a CD will be created for pickup or mailing.
Please verify whether the images you request will be for
print or Web publication. We will save the images in highresolution JPG format unless otherwise instructed.
WORKING WITH FREELANCE
PHOTOGRAPHERS AND USING
STOCK IMAGES
Use of University Communications stock photography
and the work of the University photographer are deemed
acceptable for on-campus clients, but the Office of
University Communications is not responsible for any
charges billed by off-campus photographers for the
use of their photographs or for charges for any stock
photography requested by our clients. If you use the work
of an outside photographer, copyrighted photographs,
or other copyrighted art in your publication or on your
website, you as the client are obligated to pay for it. The
Office of University Communications is not responsible for
any charges incurred for the use of images provided to us
by our clients without proper permission.
CONDUCTING OR USING YOUR OWN PHOTOGRAPHY FOR YOUR
DEPARTMENT’S USE
Signed model releases are necessary for every recognizable person shown on your website. You are required to
obtain releases to prove that you have the legal right to use those images of that person to promote or advertise
Fresno State.
OUR STYLE
Photos should tell a story and present subjects and topics in the most intriguing and effective way. The most
obvious method to achieve this is by taking photos of people doing the work that is related to the story. Posed
shots lose precious energy, which translates into weaker impact. We encourage our subjects to walk, talk, move,
to be him/herself, to be comfortable. Our goal is for the viewer to see a photo and feel as if the photographer
happened upon the person doing an activity and just snapped a picture. We discourage simply taking a mug shot
or “grip-and-grin” pose and instead prefer to photograph relaxed
poses in a relevant setting that helps tell the subject’s story.
We try to use natural lighting, interesting framing, and depending on
the image, to separate our subject from the background to help the
eye identify the primary focal point of the photograph. Examples
are shown below that describe atemplate that creates a unique
brand and supports our main goal to tell a story:
COPYRIGHT AND USAGE INFORMATION
Photographs on the California State University, Fresno website
and those otherwise provided by the Office of University
Communications are copyright of the contributing photographer
and Fresno State. They are only for use related to California State
University, Fresno and are not for commercial reproduction. The
photographs in the University archive are not necessarily available
for use simply because they are archived. This is a working photo
archive of the University photographer and, therefore, includes
proprietary photographs, daily photo assignment archives, photos
with limited model releases, and photos created for single, exclusive
use. The University photographer will deny or authorize the use of
any photo based on set criteria and the type of photograph.
Using or distributing a photograph from this collection without
authorization is prohibited. Photographs in this collection contain
metadata that marks them as property of California State University,
Fresno. Photographs may not be altered in any way other than
minimal cropping. Photographs may not be used in any way other
than in their intended context and for the promotion of California
State University, Fresno. Photographs that are copyrighted by
the photographer or the University and published in off-campus
media or public relations pieces must include a credit. “Courtesy
of California State University, Fresno” is preferred, but a credit
must appear within style guidelines. “Photo Courtesy of California
State University, Fresno” would be the minimum acceptable
credit. If you have any questions regarding appropriate use of
a photograph, please contact the University photographer.
27
NATURAL LIGHTING
EMOTION
INTERESTING FRAMING
AMBIANCE
FRESNO STATE LOGO
28
STUDENTS
HOW DO STUDENTS FIT INTO
THE IDENTITY OF THE CAMPUS?
Students are central to the identity of the campus,
and various groups may want to use the logo as
part of their organization’s identity. We ask that you
contact the Office of University Communications
for clarification. In cases in which student groups
would like to utilize the University identity, the
following rules apply:
STUDENT ORGANIZATION
LOGO USAGE
STUDENT BUSINESS CARDS
Official business cards are issued to students, student
assistants, or interns on rare occasions for students who
have significant contact with the public as a representative
of a University office. Official University business cards are
meant to serve as identification for business purposes and
should contain basic contact information.
Alternate business cards containing the Fresno State name
and/or logo are strictly prohibited. Only official University
business cards are allowed.
Student leadership organizations (i.e. student
clubs, Greek organizations) are not required to use
the University identity or logo.
Students wanting to align their groups with the
University identity are strongly encouraged to
contact the Office of University Communications
for consultation and more information.
If student groups would like to use the University
identity, they must request and receive written
permission from the Office of University
Communications. If permission is granted, the
identity cannot be modified in any way. Design
elements of the identity are not allowed to be
extracted and used in designs. For instance,
portions of the logo may not be extracted and
used as part of another design.
Logo usage evaluation is based on the goals and
missions the organization has in place. If they are
consistent with the University goals and missions,
that will increase the likelihood of approval.
29
WEB STANDARDS
Campus websites are essentially electronic publications that represent and reflect the
University image in the same manner as a brochure, a pamphlet or a video. Websites
should be created with the same quality and branding standards as University publications,
presenting the University’s image in a unified and consistent manner.
Fresno State Web standards are available at the University Communications website at
www.fresnostate.edu/advancement/ucomm/brand/web-standards.html
30
ATHLETICS
The athletics logo is used as a graphic element only in relation to intercollegiate athletic communications and materials,
including on facilities and team uniforms. It should not be confused with, or substituted for, the official University logo.
It shall be used only for business relating to the Fresno State Department of Athletics, which may utilize the athletics
logo for things like letterhead, envelopes, business cards, banners, uniforms, publications, promotional items and
other applications relating to the intercollegiate athletic program.
The athletics logo may be used for commercial purposes promoting Bulldog athletics and must be approved in advance
by the Office of Athletics Marketing and Promotion. Consult with the marketing office at 559.278.4603 for proper
permission and fee assessment.
TRADEMARK LICENSING PROGRAM
Fresno State has contracted with the Collegiate Licensing Company (CLC) to be the University’s exclusive licensing
agent to administer the licensing program and to ensure quality control and overall compliance.
Fresno State will allow the production and distribution of merchandise bearing its name and marks only through official
licensees. Anyone wishing to produce merchandise must be licensed to do so. Please direct any vendor that you wish
to place an order with to the Office of Licensing and Trademarks or www.clc.com/clcweb/publishing.nsf/Content/
downloadApp.html to begin the licensing process by completing the necessary application.
The Collegiate Licensing Company, in conjunction with Fresno State personnel, including the Office of Licensing and
Trademarks and the Athletic Department, will administer the licensing program and oversee the approval of artwork,
the issuance of license agreements and the collection of royalties due to Fresno State. Only authorized vendors should
be used for any purchases of Fresno State merchandise.
For more information, contact the Director of Licensing and Trademarks, Clarence Chiong at 559.278.4451.
31
CONTACTS
OVERALL PROGRAM
Office of University Communications
Bruce Whitworth
bwhitworth@csufresno.edu
559.278.5029
GRAPHICS GUIDELINES
Office of University Communications
Bruce Whitworth
bwhitworth@csufresno.edu
559.278.5029
WEB STANDARDS
AND GUIDELINES
Office of University Communications
Dawn Truelsen
dtruelsen@csufresno.edu
559.278.6857
CAMPUS SIGNAGE
Facilities Planning
Lori Pardi
lpardi@csufresno.edu
559.278.7742
CAMPUS PRINTING
Printing Services
Clinton Moffitt
cmoffitt@csufresno.edu
559.278.8640
LETTERHEAD AND
BUSINESS CARD ORDERING
Printing Services
Kevin McNeill
kmcneill@csufresno.edu
559.278.2740
MAILING REQUIREMENTS
Mail Services
Lenora Young
lenorat@csufresno.edu
559.278.2941
32
TRADEMARKS AND LICENSING:
MERCHANDISE, PROMOTIONAL ITEMS,
COPYRIGHT RESOURCES
ATHLETICS MARKETING
Clarence Chiong
cchiong@csufresno.edu
559.278.4451
KENNEL BOOKSTORE
Cathy Simpson
cathys@csufresno.edu
559.278.4270
INTERCOLLEGIATE ATHLETICS
Clarence Chiong
cchiong@csufresno.edu
559.278.4451
USE OF THE FRESNO STATE
NAME AND IMAGERY
Office of University Communications
Bruce Whitworth
bwhitworth@csufresno.edu
559.278.5029