Visual Identity System
Cal State Fullerton's visual identity system consists of a number of components, or tiers. This multi-tiered approach provides flexibility in choosing the treatment most appropriate for a given application. Core components of the university identity outside of imagery used for Athletics feature a tree that symbolizes academic and personal growth, knowledge and transformation. The fact that it is an orange tree recalls our past as a campus that grew from among the orange groves as well as our presence in Orange County. The mountain imagery, inspired by the ranges to the north and east, helps define our place in the world, while also representing strength and permanence. The sunrays convey a sense of vision, optimism and confidence in the future.
The seal is the most formal tier of the university's visual identity system. The seal is traditionally reserved for use by the university president and for use on diplomas, certificates, resolutions, formal recognition items, and major campus monuments. The university flag features the seal on a white background.
The logo is a less formal and more versatile option appropriate for the majority of applications, from electronic media (websites, videos, PowerPoint, etc.) to printed publications to advertising. A "stacked" and "horizontal" version of the logo is available. In the stacked version, the tree image sits above the typography of the university name. In the horizontal version, the tree image sits to the left of the typography.
Logo with Extension Treatment
Logo extension treatments, which consist of an additional line of text integrated into the logo, are available for:
- Colleges and schools
- Branch campuses or satellites
- Centers or special programs that have significant external visibility and deal with a large number of off-campus stakeholders, and/or are cross-divisional or multidisciplinary in nature
The core brand identity of the university as a whole remains visually dominant over any component part of the institution that is represented in an extension treatment. No campus entity is authorized to create and use its own visual identity solutions. This does not preclude the use of appropriate typographical treatments–outside of any attempt to create a separate visual identity–in order to meet the needs of a particular print or online publication.
To request a logo extension, please contact Strategic Communications at 657-278-4848.
The CSUF emblem represents an informal tier of the identity system, commonly used for casual applications or for merchandise, and/or when it is clear that the "CSUF" in the emblem refers to California State University, Fullerton.
The wordmark tier of the visual identity system is reserved for applications where it is impractical or impossible to use the university logo or emblem, such as on certain types of embroidery that cannot reproduce the necessary detail or when the allocated space for a CSUF mark is too small. Wordmark extension treatments are also available from Strategic Communications for qualifying campus entities. See "Logo with Extension
Treatment" (above) for more information.
Additional elements of the visual identity system relate to the university's athletics program, such as the Titan shield featuring the elephant iconography, the circular "F" icon, and the "Titans" wordmark. These image solutions may only be used for athletics-related applications, with the exception of CSUF "spirit" items and merchandise or apparel designed for sale in the Titan Shops.
Titan Shield – Color
Athletics 'Titans' wordmark
Cal State Fullerton Athletics wordmark
Athletics 'F' icon
Adapted Uses for Letterhead and Web Elements
A letterhead tier of the identity system maximizes the horizontal space available for typography at the top of a sheet of letterhead. Currently, Reprographics does not support the use of logo extensions on letterhead, although Reprographics' online order form allows for the names of divisions, colleges and departments to be included on letterhead using a standard type treatment. If a campus entity chooses to use the extension treatment on letterhead, that entity must assume responsibility for independently negotiating and managing the stationery-ordering process and any resulting storage issues. Strategic Communications will only be responsible for providing the letterhead template and extension artwork to the client.
The campus web header and footer have been created and must be used on all university websites to unify the institution's web presence. Both elements are already included in all approved webpage templates using the OU Campus system.
Review web standards »