CSUB Visual Identity Guide

"Be Brilliant. Belong. Be CSUB."

Our university visual identity guide offers a set of standards that utilizes regular graphic symbols, fonts and colors to unite all university marketing and communications, including print, electronic, display, broadcast and web media formats.

This basic guide is designed to:

  • Connect all areas of the university by providing unified visual content.

  • Expand public awareness of the university through a consistent and easily recognizable brand image.

  • Enhance student recruitment and foster alumni and donor support.

  • Maintain precise and consistent production of campus marks by departments, vendors and designers.

Our School Colors
(Blue and Gold)

PANTONE 661

  • CMYK:
    100 75 0 6
  • HEX:
    003594
  • RGB:
    0 53 148

PANTONE 123

  • CMYK:
    0 23 91 0
  • HEX:
    FFC629
  • RGB:
    255 198 41

University Name, Tagline and Key Messages

The formal, full name of the university is: California State University, Bakersfield.

The informal names of the university are: CSU Bakersfield or CSUB.

Please avoid using "CAL STATE."

The university tagline is: "Be Brilliant. Belong. Be CSUB."

As a way of providing individual brand identity for each of the university’s four schools, the following statements may also be used:

  • Majors that work. (Natural Sciences, Mathematics, and Engineering)
  • Majors that make a difference. (Social Sciences and Education)
  • Majors that matter. (Arts and Humanities)
  • Majors that mean business. (Business and Public Administration)

Please avoid using ampersands (&) in school or campus unit names. Instead, spell out "and."

Logo Overview

Primary and Vertical Logos

Primary logo and vertical logo


Commercial University Logos

Commercial university logos


Commercial University Logos on Dark Background

When placed on dark background, these logos must have white strokes

The logo is the university seal accompanied by the logotype "CSU Bakersfield." The seal and type should be blue, and the type portion cannot be used without the seal. There are color variations available for different design options. This logo should appear on all official communications.
For advertising and promotional purposes, a more dynamic logo is available. The target audience and familiarity with the university should be considered when selecting the most appropriate option.
Color options are very clearly defined and should not be altered in any way. The official university colors are Pantone Blue 661 C and Pantone Yellow 123 C.

Unacceptable Logo Treatments

Do not use CSU Bakersfield without seal

Do not use CSU Bakersfield without seal

Do not pixelate

Do not pixelate

Do not change color

Do not change color

Do not distort

Do not distort

Do not change typeface

Do not change typeface

Do not add stroke

Do not add stroke

Any logos with mascot body should not be used.

Logos with Mascot Body

Correct mascothead:

Logos with Mascot Head

Mascothead must have white outline when used on a dark background.

When using a single color logo on a dark background, do not remove the outer-most outline. If reversing the colors or knocking out the color for the background, all elements of the file must be reversed, including the outline. Please ensure that the color of the eyes and teeth are white (or the lightest color in the design), not the color of the background. See examples of how is should look here. If you have questions, please contact Maylanie Winton in reprographics, mwinton@csub.edu.

View the full Athletics style guide here.

Logos for Schools, Divisions, Departments or Other Campus Units

The primary logo can be used with the name of a school, division, department, program, center, institute, or other campus unit. This allows those units to have their own identity while linking to the overall identity of the university.

These logos must be horizontal; schools, divisions, departments or other campus units do not have a vertical logo.

Please do not create this logo yourself. Creation of a unique campus unit logo must be approved by:

CSU Bakersfield: Academic Affairs CSU Bakersfield: School of Arts and Humanities CSU Bakersfield: School of Social Sciences and Education

Examples of campus unit logos

These guidelines are more than just a list of rules about colors, fonts and logos—they effectively create a strong, unified institutional identity. If you need to produce a publication but don’t have training or experience, feel free to contact our Campus’ Printshop (printshop@csub.edu) for assistance.

If you need high-resolution logo files, please contact the Printshop.

If you have questions or need more information, please contact the Public Affairs Department at csubpublicaffairs@csub.edu