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Logos and Branding Standards

We are one branded University with many different departments, offices, colleges and organizations under one visual identity. We each strengthen the University’s awareness, recognition, and professional appearance when we know and follow these basic branding standards.

To ensure that the official artwork is used only by members of the University or authorized agencies working on behalf of the University, it is necessary to be within the CSUSM network to download from our box.com folder. If you do not belong to the CSUSM network, but have a legitimate need to access the logos, please contact the Office of Communications at publicity@csusm.edu.


CORE IDENTITIES

The official University logo, which shows the CSUSM hills and name, are symbols that play an important role in promoting our brand. It is important that the logo not be physically altered. The Core Identities are the visual representation of the entire University and are appropriate for all audiences. With the reputation of the University in mind, we have devised a few, simple, easy-to-follow rules regarding logo usage.


Full Name Hills Above

The primary variation of the University logo is used in any official medium. Please use this variation whenever possible.

CSUSM logo - full name hills above version

Full Name Hills at Left

The secondary variation of the University logo is used in any official medium where vertical space is limited and only a long, horizontal open space is available. For instance, the Full Name Hills at Left logo is used on the University letterhead and the University website header.

CSUSM logo - full name hills at left version

Full Name Text Only

The alternate, secondary variation of the University logo is used in any official medium. It is completely acceptable to use this stylized full University name without the "hills" icon adjacent.

CSUSM logo - full name, text only version

CSUSM Initials Text Only

This is a stylized, tertiary variation of the University logo. Primarily used in official University media that is stylistically more informal, as well as clothing and merchandise.

CSUSM logo - Initials Test Only Version

CSUSM Initials Text and Hills

This is another stylized, tertiary variation of the University logo. Primarily used in official University media that is stylistically more informal, smaller in physical size and usually used when communicating with an on-campus office, community, group or organization.

CSUSM logo - Initials Text and Hill Version


IDENTITY EXTENSIONS

The Identity Extensions are visual representations of campus-affiliated entities that support the University’s core function and serve targeted audience segments. Some examples of these entities are Colleges, Schools, Departments, Programs, Administrative Units, Centers and the University Foundation. These symbols are integrated with the official University logo/logotypes and follow the Core Identity style guide.

sub-brand logo sample
sub-brand logo sample
sub-brand logo sample
sub-brand logo sample
sub-brand logo sample

SUB-IDENTITIES

The Sub-identity Extensions are visual representations of campus-affiliated entities that are strategically linked to the University, supporting different missions and presenting unique identities. Some examples of these units are Alumni Association, Athletics, ASI, the University Student Union, sports clubs, Student Centers and some programs like ACE Scholars Services. These symbols use a separate logo linked to the University visually/in text, but follow their own identity standards.

sub-identity sample sub-identity sample sub-identity sample sub-identity sample sub-identity sample sub-identity sample

Unique Sub-identities in Conjunction with Core Identities
Sub-identities do not replace the University logo; they must always be used in conjunction with one of the official University logos. Below is an example of how this can be implemented.
Sample of a Unique Sub-identity being used in conjunction with a Core Identity

The Official University Seal
Use of the University Seal (insignia) is regulated and reserved for the Office of the President. 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. Permission from the President’s Office or Office of Communications (publicity@csusm.edu) is required for use of the Seal.
CSUSM Official Seal


INDEPENDENT IDENTITIES

Independent Identities represent a complete visual departure from the University. They are used as independent logos and follow their own identity standards. Some examples of these identities are CSUSM Corporation, Sodexo and CSU Institute for Palliative Care at CSUSM.

Independent Identity Sample Independent Identity Sample Independent Identity Sample


"FORWARD TOGETHER" CAMPAIGN LOGO

The "Forward Together" logo is reserved for use primarily in media directly related to the CSUSM comprehensive campaign. If you have a need to these logos, please contact the Office of Communications at publicity@csusm.edu.

Forward Together Campaign Logo Forward Together Campaign Logo Forward Together Campaign Logo


DECOMMISIONED IDENTITIES

Please always use the official renditions of the CSUSM logo and replace any older iterations of the University logo where they exist. Abiding by these standards will ensure a unified, professional appearance across all communications mediums. We encourage all those who use the logo to read through the style guide pages and if you have any questions please do not hesitate to contact the Office of Communications at publicity@csusm.edu.

The following older CSUSM logos have been retired/decommissioned:

Decommissioned Logos

Decommissioned Logo


LOGO PLACEMENT AND FREE SPACE

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

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 placement example

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:

  • 0.25" minimum in small documents (ie: the size of a postcard or smaller)
  • 0.5" minimum in standard-size documents (ie: the size of a letter or tabloid sheet)
  • 1.0" (and preferably more) in oversize documents (ie: posters or signs)

Logo Placement Example


USING & PRODUCING MERCHANDISE WITH THE LICENSED "COUGAR SPIRIT" LOGO

The Cougar Spirit Logo functions as a secondary core identity of the University and is to be used as such for campus departments and functions related to athletics, student life, alumni relations, and merchandising. For the Alumni Association and student organizations, 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 organization. The Cougar Spirit logo is also available in one-color versions for screen-printing and embroidery.

Approved versions of the logo are demonstrated below:

Spirit/Athletics Logo Variation Spirit/Athletics Logo Variation Spirit/Athletics Logo Variation Spirit/Athletics Logo Variation Spirit/Athletics Logo Variation

Creating a Spirit Logo Variation
The Cougar Spirit Logo is 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 Cougar Spirit Logo requests. If you would like to discuss using a Cougar Spirit Logo variation in your design project, please contact the Office of Communications at publicity@csusm.edu.

Producing Spirit Logo Merchandise
Follett and the University Store license the CSUSM "Spirit" Logo. Any merchandise being produced or sold using the following logos need to be approved by Pamela Lovsted at plovsted@csusm.edu.


PRODUCING NAME TAGS

photo of name tag examples

Official University 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 Trophy
574 E. Mission Road, Suite J
San Marcos, CA 92069

PHONE: 760-744-0171
FAX: 760-744-3524
EMAIL: smtrophyplus@juno.com