Graphic Standards

Purpose

The purpose of having university graphic standards is to strive for visual consistency, not to standardize publications or limit creative expression. A clear graphic identity for CSU, Chico does several things:

• helps readers quickly identify CSU, Chico in publications
• prevents confusion stemming from various type and logo uses
• sends a message of university cohesiveness
• enhances the University's image as a prestigious institution

For more information about graphic identity, contact the University's creative director, Alan Rellaford.

Design Framework

The design framework for university publications, illustrated here, was created by IMC Graphics at CSU, Chico in 1998.

Cover

The following elements are part of the cover design for university publications:

Identifying Signature: The word Chico in Bodoni type, the seal, and Today Decides Tomorrow slogan.

Publication Title: Below signature, set in Optima type.

Image Area: Below title.

Colors: The signature must be set in either black or university red (Pantone 208); other colors may be used in combination with black. It is not to be altered in any way or used smaller than 2.25 inches across. IMC Graphics is available for consultation on color selection.

Type, Graphics, and Photos: See following sections.

Type

The official university type fonts are Optima, Garamond, Garamond Condensed, and Bodoni when used in the signature.

Seals & Logos

The university seal, shown here, depicts Kendall and Trinity Halls. It is not to be altered in any way or used smaller than 1.25 inches across.

The Latin "ARS PROBAT ARTIFICEM" means "Art is the test of the artisan."

The flame logo, shown here, may be used in publications in lieu of the seal. It is not to be altered in any way or used smaller than 0.25 inch across.

For all university logos and seals used in printed publications, be sure to use print-quality images (as opposed to lower resolution images designed for Web use). Contact Ron Linzy in IMC Graphics (x6113) with your requests.

Slogan

Today Decides Tomorrow is the university slogan. When used outside of the signature, it can be published in type or shown as a graphic depicting the brick detail work from above the door of Kendall Hall.

Photos

See the university photo policy for information about taking new photos or acquiring existing photos.

The most effective photos show off CSU, Chico's strengths. Consider photos for publications that illustrate the University's and the area's best attributes, such as a student and professor working on a research project; a class on the lawn with Kendall Hall in the background; a student bike-riding through upper Bidwell Park.

Provide captions that identify people, places, and relevant programs whenever possible. Try to use photos that have not become too familiar.