Campus Branding Standards
Letter from President Welty
In 2009, we began examining Fresno State's marketing and communication practices. Led by the campus Integrated Marketing and Communications Council, we discovered more than 100 individual logos for campus units or departments, and countless instances of the official campus logo being distorted, misplaced or misused. There were many variations of the university name, too. All this meant Fresno State had a fractured identity.
I appointed faculty, staff, administrators and students, plus alumni with marketing expertise, to an Integrated Marketing Steering Committee. Based on quantitative and qualitative research, through surveys, focus groups and a review of existing communications materials and strategic objectives, the Steering Committee worked to develop an integrated approach to marketing and branding that is authentically Fresno State.
The committee drew upon the key points in our new strategic plan and conducted focus groups with all our stakeholders to help shape marketing and branding elements. This research guided formulation of our identity program and standards. Our own Graphic Design students worked with the Steering Committee to develop the wordmark portion of the new logo.
By consistently communicating who we are, we build strong recognition and familiarity that benefits all areas of our university community. We can more effectively promote Fresno State to all audiences, support our recruitment efforts, build an enduring connection between our students and the university, strengthen regional and national awareness and add private financial support.
This new Brand and Graphics Standards Manual will guide you in understanding and employing these new resources effectively to help strengthen every facet of the university.
I am excited about the impact of this rebranding project on the image and recognition of Fresno State. Your support is critical to our overall success and the sustainability of our identity. I thank you in advance for being part of this initiative. Proudly use our new logo to send one clear message of who we are — FRESNO STATE!
John D. Welty
President
