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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.
Print Advertising
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)
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.
Zipped file includes InDesign (CS4 or later) file for the eight banners pictured above.
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:
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.
Rivers footer
Zipped file includes InDesign files for rivers footers in Sac State Green, Sac State Gold, Stinger Green and white.
Rivers lite footer
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.
Rivers Lite Advertising Footers
Advertisements should be submitted to University Brand Review for approval prior to publication or going "live" Please allow five 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)
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.
Zipped file includes InDesign (CS4 or later) file for the three banners pictured above.
Advertisements should be submitted to University Brand Review for approval prior to publication or going "live" Please allow five 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
Advertisements should be submitted to University Brand Review for approval prior to publication or going "live" Please allow five business days.