California State University, Sacramento

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Advertising Guidelines

Whether in a newspaper, a magazine, an event programs, on the web, or on the side of a bus, the consistent use of visuals in advertising, including colors, fonts, graphic elements and logo placement, help make an impact and promote a strong University identity. These guidelines are for the core identity and identity extensions, but are encouraged for use by sub-identities when appropriate. They are intended to keep advertisements visually related while allowing for design flexibility.

The majority of the advertisement space is available for custom design that adheres to the identity style guide. To tie advertisements together, a Sacramento State logo (core or identity extension) is required in the lower left corner in one of the approved advertising footer styles. No other logos may appear in the footer. An optional identifying banner may also be included at the top of the advertisement.

Print ad components:

  • Banner (optional)
  • Ad content (custom design area)
  • Footer (required)

The Well Ad

Banners (optional)

Standard and formal name banners

Specifications: The minimum banner height is 0.288” and the font is Trajan Bold with a minimum font size of 9 pts. Banners may be Sac State Green, Sac State Gold or black with a contrasting rule line and drop shadow. Only the color combinations below may be used.

Advertising Banner Options

Zipped file includes InDesign (CS4 or later) file for the eight banners pictured above.

Download Link icon Advertising banners

Footers (required)

University advertisements are required to have an approved footer with a University logo anchoring the advertisement in the lower left corner. All footers must adhere to identity style guide standards. There are three available footer styles:

Standard – a simple rectangular solid color block in one of the approved colors. The double S or dot swarm graphic element can be incorporated, but is not required. This style is ok to use for black and white ads.

Rivers – an approved rivers graphic element can be incorporated with the standard footer, appearing above the color block. This style should not be used for black and white ads.

Rivers Lite – an approved river shape can be used instead of the standard rectangular block. This style is ok to use for black and white ads.

Footer background color must be one of the following colors from the formal palette:

Footer Colors

Standard footer

Prints Standard Footer

Zipped file includes packaged InDesign files for standard footers in Sac State Green, Sac State Gold, Redwood Grove Green, Stinger Green, Evergreen Ash, Spruce Green, White Birch, black, and white.

Download Link icon Standard Advertising Footers

Rivers footer

Rivers Footer

Zipped file includes InDesign files for rivers footers in Sac State Green, Sac State Gold, Stinger Green and white.

Download Link icon Rivers Advertising Footers

Rivers lite footer

Rivers Lite Print

Zipped file includes InDesign files for rivers lite footers in Sac State Green, Sac State Gold, Redwood Grove Green, Stinger Green, Spruce Green, White Birch, black, and white.

Download Link icon Rivers Lite Advertising Footers

Advertisments should be submitted to universitymarketing@csus.edu for approval prior to publication or going "live" Please allow 5 business days.

Outdoor Advertising

Outdoor advertisements include, but are not limited to, billboards, outdoor posters, digital signs, bus shelters, and bench backs. They must adhere to identity style guide standards for logos, fonts, colors, and graphics.

An approved banner must be included at the top of outdoor ads, or alternatively, the primary logo must be prominently displayed in its own color block that is equal to the height of the advertisement. An official University logo – core identity, identity extension or sub-identity – must be used. Standard voice, Sacramento State, is appropriate for most outdoor advertising.

Outdoor ad components:

  • Banner or full height logo (required)
  • University logo (required)
  • Single, clear call to action (required)
  • Prominent University URL (required)

Tower bridge Football

Tree Campus Print

Banners (required)

Sacramento State banners

Specifications: The minimum banner height must be no less than 9% of the overall ad and be readable. The font is Trajan Bold. Banners may be Sac State Green, Sac State Gold or black with a contrasting rule line and drop shadow. Only the color combinations below may be used.

Outdoor Banner

Zipped file includes InDesign (CS4 or later) file for the three banners pictured above.

Download Link icon Outdoor Advertising Banners

Advertisments should be submitted to universitymarketing@csus.edu for approval prior to publication or going "live" Please allow 5 business days.

Digital, Mobile, Non-Standard Advertising

Digital, mobile and other non-standard format ads may not have space for a banner or footer. In such instances, the design should adhere to the identity style guide. University colors and fonts must be used and graphic elements incorporated as appropriate. The following should be included:

  • University logo
  • University URL
  • Call to action

Digital, mobile and other non standard format ads

Advertisments should be submitted to universitymarketing@csus.edu for approval prior to publication or going "live" Please allow 5 business days.