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California State University, Bakersfield


California State University, Bakersfield CSUB
CSUB Trademarks & Licensing
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Welcome to the CSUB Visual Identity Program!

As CSUB continues to take proactive steps of self-definition, it is essential that the University presents a consistent visual identity. By managing the CSUB brand – the distinguishing names and symbols through its logos and trademarks – we make the CSUB brand more identifiable. With consistent identity, the public is more likely to respect, have a connection with and support the brand. For these reasons, CSUB has established a Visual Identity Program (VIP). In our first step of the program, CSUB has entered into a partnership with the Strategic Marketing Affiliates (SMA) to help:


  • (1) protect the University’s trademarks,
  • (2) promote the University’s brand through merchandise sales and product placement and
  • (3) allow the University to profit from the sales of merchandise.


SMA has approximately 80 clients, most of which are universities. For more information about SMA, please visit their website at Secondly, the Office of the President is currently developing a Logo Usage Policy to provide guidelines and assistance for using the University’s marks and logos. This policy is intended to standardize usage and protect the integrity of the University’s trademarks. In addition, CSUB must ensure that both local and national vendors follow proper guidelines when manufacturing products which bear the University’s trademarks. To do so, vendors must take the appropriate steps to become a CSUB licensed vendor. As of May 1, 2007, all schools, divisions, departments, programs, auxiliaries and units must use CSUB licensed vendors when ordering products that bear the University’s trademarks. For your convenience, a list of CSUB licensed vendors will be available on the CSUB website for reference. CSUB will continue to support local vendors. If you would like a particular vendor to become licensed, please e-mail the vendor’s information to The licensing process simply ensures that vendors maintain a level of quality and follow standardized guidelines for a consistent visual identity. More information regarding our Visual Identity Program (VIP) will follow through our VIP web page which is in development. For further information, please email or contact the Office of the President at 654-2241.

CSUB Roadrunners apparel
Office of the President
Trademarks and Licensing
9001 Stockdale Highway Bakersfield
CA 93311-1022
(661) 654-CSUB