Brand Strategy and Marketing
Visually distinguishable wordmarks and symbols are foundation to our brand.
Our University logo represents us at the highest level and is vitally important to our brand. It is used by all campus units to convey a sense of the whole University through unity and consistency.
Research proves that the use of multiple and differing logos dilutes the impact and effectiveness of the primary identity of an institution and confuses target audiences. Consistency in the use of the logo assists in protecting the University’s visual identity against plagiarism.
Please consult with University Brand Strategy and Marketing to clarify any of the basic rules at 559.278.8595 or email firstname.lastname@example.org.
The primary Fresno State logo consists of the paw icon, the wordmark and the brand values. There are instances when the logo will not use brand values and instances when the brand values will be replaced by the name of a campus unit.
College, Department or Unit Logos
The logo can be used with the name of a college, department or other campus unit. This allows those units to have their own identity while linking to the overall identity of the University.
Please do not create this logo yourself. Consult with University Brand Strategy and Marketing to have your individual unit name created in unison with the primary logo to assure the correct typeface, size and spatial relations. Email email@example.com for more information.
The use of multiple logos can confuse readers. When multiple colleges, areas, or departments sponsor an event, the highest level area should be used as the sponsorship logo.
Division of Academic Affairs (Schools and Colleges)
If there are multiple departments, programs, centers, institutes or other units within the same school or college that are sponsoring an event, their school or college logo would be used.
For example, if three departments in the College of Arts and Humanities sponsor the same event, the college logo would be used to represent the sponsorship.
If there are multiple offices within the same division that are sponsoring an event, the division logo would be used to represent the sponsorship.
For example, if Alumni Engagement and Annual Giving, University Communications and University Brand Strategy and Marketing sponsor the same event, the Division of University Advancement logo would be used to represent the sponsorship.
If there are multiple programs or other areas within the same office or unit, the office or unit logo would be used to represent the sponsorship.
For example, if the Cross Cultural and Gender Center, LGBTQ+ Programs and Services and the African American Programs and Services sponsor the same event, the Cross Cultural and Gender Center logo would be used to represent the sponsorship.
Fresno State’s official colors are cardinal red and blue. The logo is to be used in its original approved color format. However, the entire logo may be either 100 percent white or 100 percent black only for use on colored backgrounds.
The logo also may be foil-stamped in gold, silver, bronze, red or 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.
Minimum Size and Clear Space
The full logo should be used no smaller than 1 inch in width with no proportional loss in depth. Exceptions to the size restriction may be made on a case-by-case basis for smaller marketing items, such as writing pens or key chains. Contact Trademark Licensing for more information.
Shown below are four approved configurations of the logo, allowing additional flexibility.
The Fresno State logo is the primary logo to be used in all materials. In some cases, the University seal, the Athletics logomark, or the Victor E. Bulldog III logomark may be used. Contact University Brand Strategy and Marketing for more information.
The University (Academic) 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.
The seal is a mark of authentication and institutional sanction. The official seal was designed by artist and Fresno State Professor Emeritus Darwin Musselman. 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.
Colleges, departments and areas are allowed to use the University seal on materials that are academic in nature.
“The Bulldog” is the primary logomark for Fresno State Athletics and is used in relation to intercollegiate athletic communications and materials, including on facilities and team uniforms. The “Green V” represents Fresno State’s pride in the hard-working leaders and innovators of the San Joaquin Valley.
The Athletics logo should not be confused with, or substituted for, the official University logo. All uses of the Athletics logo must be approved in advance by Trademark Licensing.
Victor E. Bulldog III
Victor E. Bulldog is the official live mascot for Fresno State. His primary function for the Fresno State Alumni Association (FSAA) is to boost morale for University alumni, athletes, students, fans and friends. Victor E. Bulldog is a promotional tool for the greater good and support of the University.
The Victor E. Bulldog name and mark are licensed and trademarked by Fresno State. Prior to use, all requests for use of the Victor E. Bulldog name and/or mark must be approved by Trademark Licensing. Additionally, all requests must be reviewed and approved by the FSAA.
Victor E. Bulldog III Brand Policy 423 KB (.pdf)
When to Use What
All University digital or print publications. For external marketing/promotions, use.
In case when multiple colleges, areas, or departments sponsor an event. The highest level area should be represented on the sponsorship logo.