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Branding 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



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 for more information.

depatrtment and unit logos

Color Variations

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.


min size and cleafr space


Alternate Configurations

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


When to use what
Logo Type When to Use
Fresno State logo with or without brand values All University digital or print publications. For external marketing/promotions, use.
Fresno State logo with External marketing/promotions. You do not need to use the on websites, or in publications where a copyright disclaimer is included.
Paw icon/Other wordmark, symbol or icon with External marketing/promotions. You do not need to use the on websites, or in publications where a copyright disclaimer is included.
University seal Communications from the Office of the President University-level formal and official documents such as diplomas, academic awards, etc. Faculty correspondence International correspondence Correspondence with academic societies and publishers Letters of reference
Athletics “Bulldog” logo Intercollegiate athletic communications and materials.