A bold brand ignites student success that transforms individuals, communities and industries.You see the words Discovery, Diversity and Distinction just about everywhere you see the Fresno State logo. There’s a reason for that. It reminds us why we are here at Fresno State: to educate and empower students for success through the discoveries they make, the diversity that will enrich their life experiences, and the distinctions they will imprint on a changing world.
This style guide was developed to help campus units bring Fresno State’s brand to life. It will allow you to present a cohesive image of our University. Apply it to all communications to help ensure we achieve brand continuity across platforms.
Applying the BrandApplying the Fresno State brand starts with understanding the tools and resources that make up our brand platform. Explore the following guidelines to help you improve the effectiveness of our University communications.
The University Name
The Fresno State identity is much more than a graphic appearance; the University’s identity represents an important component in its unique personality.
The Fresno State logo is the primary wordmark that visually distinguishes the University. Its design is intended to identify the campus in a modern, clean fashion. It should be used by all campus units to convey a sense of the whole University through uniformity and consistency.
Typography is a critical component to our identity. The fonts we’ve chosen embody the essence of our communications goals that fuse universal functionality with an unmistakably bold presence — enhancing the strength of our brand with consistent use.
Fresno State’s color palette is one of the most recognized aspects of its brand identity. Using color appropriately is vital to reflecting a cohesive image.
Every organization depends on a variety of business documents for communications. Brand templates from Microsoft Word to Powerpoint make it easier for a cohesive brand identity across campus.
The trademark licensing program gives the University control over its logos and marks, thus, ensuring the quality and consistency of all of the University’s merchandise.
Brand in Action
See how visual identity components of the Fresno State brand are being implemented across instutional print, web, email and video projects.
Please note: All graphic projects utilizing the University’s visual identity must be approved by University Brand Strategy and Marketing.
To submit your request, please contact:
Senior Graphic Designer
Voice, Tone and Writing Style
When we speak or write about Fresno State, what we say matters — but how we say it is equally important.
Editorial Style Guide
Our editorial style guide will help bring stylistic uniformity to the University’s many publications, presentations and websites.
Carefully-crafted communications ensure trust, convey importance and strengthen the connection between a donor and the University.
Each visitor comes to our site with a specific purpose in mind throughout their higher ed, decision-making journey. The better we recognize and understand this journey, the better we can provide our visitors with the right information at the right time. This builds trust, loyalty and credibility while also establishing strong relationships.
Email is a key platform to engage with your audiences, share news and information, drive attendance to events and solicit donations. Every email message should be strategic, concise, blend visuals and copy in an impactful but accessible way, and offer recipients a clear call to action.
Connect and engage with followers while spreading the infectious Bulldog spirit. While rules and best practices vary by platform, here you will find some guiding principles to keep your social media accounts effective and on brand.
Photography, at its best, is a powerful language which speaks to our emotions. It allows us to tell our story and show others our framing of the world around us.
Visual content is the key to great engagement and a well-produced video is no exception. Videos offer an evocative way of engaging with our audience, tapping into their emotions and instilling feelings that drives actions.