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California State University, Chico

Graphic Elements

When combined with color and type, backgrounds, textures, and patterns make a design come to life. They are the meaningful decoration that gives direction, emphasis, and emotion. When used consistently (and subtly), these elements create continuity among families of materials.

Geometric Elements

  • Brand Window Circle over Kendall Hall's Main Entrance

    Window Circle

    The Window Circle is inspired by Kendall Hall’s architecture. This element is used at varying scales. Set this element in a contrasting color to the background.

  • Arrow Triangles against Yellow Background

    Arrow Triangles

    Made of triangles from the Window Circle, these may be used outlined or filled. These elements should be small and frame or border a layout or piece of impact type. They may be used in any brand color.

  • Peppered Triangles Against A Dark Blue Background

    Peppered Triangles

    These may be used as an organic-feeling element in corners or in between text or images. Different colors and opacities may be applied. Keep the pattern spacing seen in the Window Circle to maintain structure.

Hand Drawn Elements

Hand drawn elements add a human emphasis to a layout in combination with type and images.

Basic Usage:

  • These elements should not evoke a sense of "correcting" (circled/underlined in Chico Red).
  • They should not overlap words to the extent that they obscure them and make them unreadable.
  • Circles and underlines are placed behind or under the word.
  • Brush strokes may be used as backgrounds, photo masks, or as decorative elements on their own.
  • Yellow Sketchy Circle

    Sketchy Circles

    These sketchy circles highlight key messages while keeping a natural, hand-crafted look. They should not be in the Chico Red Color to avoid a sense of "correcting."

  • Brush Stroke Highlight

    Brush Strokes

    The brush strokes add extra texture and visual interest. They may be used as backgrounds, photo masks, or as decorative elements on their own.

  • Sketchy Yellow Underline

    Sketchy Underlines

    These sketchy underlines bring a human emphasis to a word or phrase. They should not be in the Chico Red Color to avoid a sense of "correcting."

Graphic Typography

  • Graphic Type Outlined Text

    Outlined Type

    Occasionally Brothers OT may be outlined. Make the background a solid color or close, and the outline a high-contrast color to the background in order to preserve readability.

  • Graphic Type Type Badge

    Type Badge

    The “Today Decides Tomorrow” Type Badge may be used at varying scales and angles as long as the highlighted word is always readable. It looks best when hanging off the composition, but can also be shown not cropped off of the composition. No other words should be set in this badge configuration unless approved by UCOMM.

Background Elements

Background elements can be dialed up or down individually to add visual interest and enhance our storytelling. When used consistently (and subtly), these elements create continuity among families of materials. Do use more than one of these background elements on a given piece.

  • Paper Tear Background Texture

    Torn paper

    The Torn Paper Texture is a textural element that reflects the look of the NorCal terrain that surrounds Chico State. It may be used with any brand color.

  • Background Textures Vintage Dust

    Vintage Dust Texture

    The Vintage Dust Texture adds a subtle, "grungy" effect and a feeling of old printed paper to an otherwise solid color background. It is available in several brand colors.

Halftone Dots Background

Halftone Dots may be used alone as a textural element or in conjunction with other on-brand elements.

  • Halftone Dots Example 1

    Halftone Dots

    With the screen blending mode and lowered opacity, the halftone dots can provide extra visual interest.

  • Halftone Dots Example 2

    Halftone Dots

    Combined with other effects, they can provide more variety while utilizing similar elements.

  • Halftone Dots Example 3

    Halftone Dots

    A lowered opacity can provide a subtle gradient for increased visual interest.

Triangle Backgrounds

Triangles may also be used as backgrounds, or in conjunction with other elements like halftone dots, etc.

  • Background Triangles Example 1

    Triangles

    The triangle backgrounds can provide a nice background pattern for visual interest.

  • Background Triangles Example 2

    Triangles

    The triangle backgrounds can be used over photos.

  • Background Triangles Example 3

    Triangles

    Combined with other effects, like the halftone dots, they can provide more variety while utilizing the same elements.

Student sitting outside working on their laptop

Download Files

Chico State logo lockups, wordmarks, and logomarks are available for download from the Box app by campus users. You may also download your unit logo, graphic elements, and design templates. Download and send this PDF to outside vendors when necessary.

File Types

Don’t know what file type to download for your logo or graphic element? Follow the information in this chart.

  • PDF

    • Format: Vector (can be scaled to any size without image degradation with appropriate software)
    • Color Mode: CMYK
    • Resolution: not applicable
    • Dimensions: 12 in / 1200+ px on the longest side
    • Suggested use: Print
(flyers, brochures, etc.)

  • PNG

    • Format: Raster (cannot be enlarged without image degradation)
    • Color Mode: RGB; transparent background
    • Resolution: 150 dpi
    • Dimensions: 12 in / 1200+ px on the longest side
    • Suggested use: Screen (PowerPoint presentation, social media posts, etc.)

  • SVG

    • Format: Vector (can be scaled to any size without image degradation with appropriate software)
    • Color Mode: RGB
    • Resolution: not applicable
    • Dimensions: 12 in / 1200+ px on the longest side
    • Suggested use: Screen (PowerPoint presentation, social media posts, etc.)

Identity Integrity

It is important to keep the integrity of our identity by not making alterations to its carefully designed elements. These illustrations of incorrect usage apply to all Chico State logomarks, logo lockups, and wordmarks.

View Incorrect Usage Guidelines