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University Marketing and Communications

Official Logos

Our university logo represents us at the highest level and is vitally important to our brand. 

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 Marketing and Communications to clarify any of the basic rules at 559.278.2795 or email brand@mail.fresnostate.edu.

University Logos

The horizontal logo should be the first choice when the university logo is used. When appropriate, it may be substituted with the stacked logo.

Horizontal Logo

Fresno State primary logo

Stacked Logo

Fresno State secondary logo

The Fresno State logo consists of the paw icon, and the wordmark. 

The paw image represents campus pride in our mascot, the Bulldog.

The wordmark has been crafted in all-caps in a specially designed variation of the font, Friz Quadrata. Embedded in the wordmark is the Bulldog paw print.
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.

Fresno State’s official colors are cardinal red and blue. The logo is to be used in its original approved color format.

The pantone, CMYK or RGB full-color logo is always preferred. Use Pantone or CMYK for any print applications such as printed flyers, brochures and collateral. Use RGB for digital applications such as websites, video and digital presentations. 

The entire logo may be either white, black. 100 percent white or 100 percent black on colored or photographic backgrounds that do not allow for readability of the full-color logo. Always ensure that the background you choose provides sufficient contrast for the logo.

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.

  • Don’t lighten or darken the logo
  • Don’t use the logo in outline form
  • Don’t distort, skew, morph or italicize the logo
  • Don’t use a logo as a background watermark
  • Don’t make a pattern or decorative device out of the logo or its parts (wordmark)
  • Don’t use a logo unless it is in perfect condition (no jagged edges, blurriness, missing parts)
  • Don’t use old logos or the medallion
  • Don’t recreate or change the font families and font weights
  • Don’t change colors or use unauthorized color palettes
  • Make sure there is enough contrast between the logo and any background it is against to ensure proper legibility. Use the one-color (black) or inverse (white) versions of the logo for the best contrast.
  • Avoid busy, complex backgrounds that interfere with legibility
  • If multiple logos (for event sponsors) are necessary, the university logo must be in the superior position and be presented larger than any sponsor logos
  • 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.

Brand Architecture System

The primary objective of having a brand architecture system is to provide clarity about the Fresno State brand and standardize its application. Sub-identity logos, sponsorship logos and partnership lockups are designed to visually indicate the relationship between a unit and the larger university brand. Rather than creating a unique “logo” for your area - which leads to confusion and a diluted brand image - use this brand architecture system to have a visual identity logo that connects to Fresno State. 

We’ve created a system that: 

  • Looks uniform across all the institution’s diverse entities
  • Helps schools, colleges and units create logos that clearly identify their relationship with the university
  • Works flexibly with various applications and size constraints
  • Allows for multiple layers of information
  • Shows how independent entities relate to the university

The Fresno State primary logo represents the organization as a whole and forms the basis of our brand architecture system. The sub-identity logos (primary, secondary and tertiary) show the relationship between the university and its administrative units.

The primary sub-identity logo is used for schools, colleges and divisions of Fresno State. This allows those areas to have their own identity while linking to the overall identity of the university. The name of the campus unit should not exceed the length of three lines below the wordmark and acronyms are not allowed in the logo.

Please do not create this logo yourself. Consult with University Marketing and Communications to have your logo created in unison with the primary logo to assure the correct typeface, size and spatial relations. Email brand@mail.fresnostate.edu for more information.

The secondary sub-identity logo is used for offices, departments, programs, centers, institutes and other units of Fresno State. These are used to signify a unit’s relationship to the larger parent entity. The name of the campus unit should not exceed the length of three lines below the wordmark and acronyms are not allowed in the logo.

Please do not create this logo yourself. Consult with University Marketing and Communications to have your logo created in unison with the primary logo to assure the correct typeface, size and spatial relations. Email brand@mail.fresnostate.edu for more information.

Tertiary sub-identity logos connect a secondary unit to the primary sub-identity. These should be used to demonstrate hierarchy. Lockups are limited to two levels deep to avoid complexity. Acronyms are not allowed in the logo.

Please do not create this logo yourself. Consult with University Marketing and Communications to have your logo created in unison with the primary logo to assure the correct typeface, size and spatial relations. Email brand@mail.fresnostate.edu for more information.

Additonal Logos

The primary logo should be used in Fresno State materials. In some cases, additonal logos may be used. Contact University Marketing and Communications for more information.

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.

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 University Marketing and Communications.

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 materials, university reports;
  • faculty correspondence;
  • international correspondence;
  • correspondence with academic societies and publishers;
  • letters of reference

“The Bulldog” is the primary logomark for Fresno State Athletics and is used in 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. However, athletics logos can be used as supporting graphics for university marketing materials. All uses of the Athletics logos must be approved in advance by University Marketing and Communications.

The Bulldog is the primary logo for Fresno State Athletics and is the standard mark for use for all identification purposes (web, print, television, etc.). The Bulldog MUST always face left, except for use on a Fresno State football helmet.

When the 4-Paw Bulldog logo does not meet specific design requirements, the wordmark is the approved secondary usage to represent Fresno State Athletics. Please ensure that the ® is after “Fresno State” and after “Fresno State Bulldogs.”

The Bulldog Face is a secondary logo for Fresno State Athletics and is another mark that may be used as a supporting graphic. When the Bulldog Face is placed over a colored background, please ensure that the logo used has a white stroke/border applied around its entirety.

The Bulldogs Script logo is for use only within the Fresno State Athletics Department and select athletic inspired licensed merchandise. The Bulldogs script logo is not for use outside of the Fresno State Athletics Department.

This “FS” is primarily used for baseball and softball.

The green "V" is featured throughout the Department of Athletics and recognizes the pride of the student-athletes, coaches and staff in representing the San Joaquin Valley. The color green symbolizes the region’s agricultural tradition and the color red symbolizes the region’s growing support for the university. The mark originated on the back of Fresno State’s football helmets in 1997 and is now worn by all varsity student-athletes. The green “V” must be used with another athletics mark. 

It is important to maintain the integrity of all athletics’ logos when used as supporting graphics. 

  • Do not distort (stretch or squeeze) the logo.
  • Do not recolor the logo in any non-approved colorway.
  • Do not fade the logo in any non-approved way.
  • Do not flip the logo so that it faces right (except on a football helmet).
  • Do not use the logo in conjunction with a different typestyle for the wordmark or place text in front of the logo.
  • Do not use the logo to brand a college, department or campus unit. Please use the university brand instead.
  • Do not create your own logo or recreate the logo.
  • Do not place over a busy photo or background.
  • Do not use old logos.

Student leadership organizations (i.e. student clubs, Greek organizations) are not required to use the university identity or logo. However, their organization logo must include “Student Club” within their visual identity logo. 

Students wanting to align their groups with the university identity are strongly encouraged to contact the Office of University Marketing and 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 Marketing and 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.

The use of multiple logos can confuse readers. When multiple colleges, areas, or departments sponsor an event, the areas will be listed alongside the Fresno State logo, in alphabetical order. 

Horizontal: (5 sub-identities or less) 

Stacked: (more than 5 sub-identities, max of 10) 

Please do not create a sponsorship logo yourself. Consult with University Marketing and Communications to have your logo created in unison with the primary logo to assure the correct typeface, size and spatial relations. Email brand@mail.fresnostate.edu for more information.

Fresno State works with many different organizations, and there are instances when a partnership lockup graphic is warranted. These follow the same format, with Fresno State on the left and the business partner on the right, with a vertical pipe separating the two logos.

Please do not create this logo yourself. To request a partnership lockup, please email brand@mail.fresnostate.edu. Because these lockups represent an official relationship with another organization, approval by a Dean or VP is required.