The Sacramento State Identity Guide represents an opportunity to communicate and reinforce Sacramento State’s values in the community and to the general public. The look and feel of all materials and publications affect how the University’s image is conveyed and perceived. The campus identity package was designed to:
The University has settled on a common naming system, and the designs for the identity package are based on that system. The number of name variations has been limited to avoid causing confusion.
The formal name of the University is California State University, Sacramento. This name should always include the comma, and should not include other elements such as a dash or the word “at.” An exception would be the stacked version of the department logotype, where the break is implied.
The secondary nickname for the University is “Sac State” – a name that has been long used with affection by students, alumni and the local community. It should be used on material intended for an audience that is highly familiar with and close to the University, such as alumni.
The University’s signature is composed of the Sacramento State logo (symbol and wordmark) and tagline. This signature represents the University as a whole—it’s goals, image, ideas, personality and values. This signature should be applied to all university-related documents that do not call for use of the formal seal and should be displayed as a prominent element.
The first element you’ll notice is the torch or “S” contained within the shield. The curves of the flame combined above the solid stance of the torch handle is the defining feature of the Sacramento State logo system. It is inspired by the quality of learning, diversity, unity, strength and leadership that a torch has long symbolized. Other elements of the logo include a shield (official, government representation), an arch (reminiscent of the Guy West Bridge) and curved waves (river, geographical reference). Only the “S” or flame can be used as a separate graphic element.
The wordmark is typeset in the font Trajan Bold. Its all-caps typography evokes strength, while the thin serifs of the font are friendly and welcoming.
The Tagline - Leadership begins here.
Sacramento State provides important leadership in the Sacramento Region and beyond, and we educate students who will be leaders in their communities and fields. As the only public university in the capital city of the nation’s most populous state, our students have unique opportunities to gain leadership experience in state government. The tagline communicates the University’s promise to its students and community. It should always be accompanied by the logo. The primary signature locked with the tagline should be used whenever possible, especially in advertising and promotional materials.
To ensure compliance and proper use the Sacramento State Official Seal, all units planning to use it must obtain written and advance approval by contacting the Office of University Marketing at (916) 278-2140 or firstname.lastname@example.org. Please allow an approval time of five working days so that printing and other deadlines can be met.
The Sacramento State marks are the primary graphic elements of the Sacramento State identity program.
All materials using the Sacramento State logo must be approved by the Office of University Marketing. Reproduction-quality versions of the logo or official seal are available at or by contacting the Office of University Marketing at (916) 278-2140. Please allow two working days for all requests for logos or the official seal.
Consistent use of the Sacramento State color system contributes to a cohesive and unified look of the Sacramento State identity across all relevant media. The secondary dark and light palettes are available at University Marketing Colors or on page 26 of the Sacramento State Identity Style Guide (pdf)
To maintain visual consistency across all University publications and materials, please use the University typeface system whenever possible. The typeface system consists of the following:
The fonts web page has examples of both fonts. If these fonts are not available, the typeface Garamond should be used. These fonts are available for purchase online at linotype.com, veer.com, fonts.com or at store.adobe.com/type.
Order letterhead with the Reprographics letterhead order form, envelopes with the Reprographics envelope order form, and business card with the Reprographics business card order form or call (916) 278-6198.
You’ll notice in the primary logo is the flame or “double S” contained within the shield. The double S can be used as a graphic element as a screen, gradient, tone on tone, as a transparent overlay, etc. Partial use of the icon is acceptable. It cannot however, be stretched or manipulated; it must maintain its proportional shape. Below are only some examples of its use.
Shown here are examples of improper uses of the Sacramento State logo. Always use the approved artwork and always follow these guidelines when using it. If you are unsure, please call the Office of University Marketing at (916) 278-2140 for guidance.