Remember the project represents Sacramento State

No matter what type of project, keep in mind that the recipient or user should easily be able to identify it as Sacramento State. This not only helps the recipient recognize an official communication, but it gives the project immediate credibility because of its association with the University.

Primary visual brand elements include the Sacramento State logo, correct use of the University’s name, Sac State State Green and Sac State Gold with the approved supporting color palettes, and approved fonts.

See Sacramento State Brand at a Glance for an overview.

Consult University Marketing early in the process

The best way to make sure a project is developed in brand and meets the identity requirements is to consult with University Marketing at the beginning. This is especially helpful when a third-party vendor or consultant is involved. Even with access to the identity style guide, it is easy to make mistakes that can be difficult to reverse farther into a project.

Templates are limited until Spring 2025 while brand updates are being made.

Email University Marketing with questions and for consultations.

Use these steps to keep on track:

Step 1. Find the right voice. Every communication has an appropriate one voice and it will direct the rest of the visual elements.

• Formal - Appropriate for official, ceremonial and International communications.
• Standard - Good for most all external/internal communications. Most commonly used.
• Nickname/Casual - Best to use only for communications that are strictly physically on-campus.

 Step 2. Use the University name that goes with the voice.

• California State University, California (Formal)
• Sacramento State (Standard)
• Sac State (Nickname/Casual)

Step 3. Select and use the corresponding logo or logotype. A logo is required on all official communications, make sure it is used according to specifications.

 Formal

Standard

Administrative units, colleges, departments as well as other programs can also use integrated logos that are specific to their areas.

Nickname/Casual

See Logos & Logotypes and Usage Guidelines to see all options and complete usage details.

Step 4. Use Sac State Green and Sac State Gold in your design.

Depending on the voice, the amount of green and gold required will vary, but it must be in there. Additional support colors are available for each voice.

See Formal Voice Color Palette, Standard Voice Color Palette and Casual Voice Color Palette for breakdowns and supporting colors. A modified palette is available for web and digital design.

Step 5. Use an approved University font.

It should also correspond with the selected voice. If these fonts are not available, the alternate is Garamond. It is standard on all computers. The font standard for web is different from print. It uses fonts that will not default on viewers personal devices.

See Visual Elements University Fonts for a complete list of available fonts and usage guidelines to be used for print items. See web guidelines for web fonts.

Step 6. Confirm the supporting elements are approved for use and applied appropriately.

They may include the following:

• Logo
• Graphic elements
• Photos/Videos
• Vanity marks

Download a comprehensive Visual Brand Identity Checklist.

Step 7. Submit items for brand review

Allow time for official review and approval, if required. Please see list of items that required brand review here.

Submit items for brand review and approval

Brand reviews are required for:

Advertisements (paid or in-kind) for print, social media, digital, broadcast, outdoor, or direct mail.

All graphics, marks, and materials developed as part of promotions and campaigns for high-priority University initiatives. These include, but are not limited to, enrollment initiatives, Black Honors College, Sacramento State Placer Center, Combat U.

Highly visible magazines, newsletters, reports, or other publications (print or digital) representing Sacramento State that are delivered to non-campus audiences.

Advance consultation and reviews are required for:

Highway 50 digital billboard, the Sac Connect digital sign network, and the banners over monument signs at the J Street entrance.

Any new or modified vanity marks Permanent exterior signs on or around buildings, such as a name of a building, donor signs, wayfaring monument signs, etc. Note: Temporary external signage will continue to be submitted through the Minor Design Change Committee (MDCC) for review and approval.

Policy, Memorandum of Understanding (MOU) and contract language related to the University’s brand and visual identity Inclusion of Sacramento State logo and branding in third-party offerings, such as software platforms or other products used and presented as part of Sacramento State operations.

If you are unsure if your project needs to be reviewed or is meeting brand requirements, ask us! The process tends to be quickest when University Marketing is consulted early.