Primary ºÚ¹Ï³ÔÁÏÍø Brand Guidelines

View of ºÚ¹Ï³ÔÁÏÍø campus

The ºÚ¹Ï³ÔÁÏÍø Brand in Action

San José State University’s brand reflects who we are, what we value, and how we show up for our students, our community, and the world around us.

As Silicon Valley’s only public university, ºÚ¹Ï³ÔÁÏÍø is defined by preparation, opportunity, and impact. Our brand represents a campus where academic excellence, student success, innovation, and community are woven into everyday experiences, preparing students not just to participate in the future, but to shape it.

All ºÚ¹Ï³ÔÁÏÍø marketing and communications should reinforce a consistent, authentic experience of the university and support clear recognition of the ºÚ¹Ï³ÔÁÏÍø brand across channels.

Brand Position

Core MessageSan José State University offers students life-changing and hands-on experiences so they are prepared to elevate their lives and the world around them.

Positioning StatementAt ºÚ¹Ï³ÔÁÏÍø, students pursue their dreams with determination, gaining knowledge and skills that transform their lives and impact the world. As a hub of innovation and partnerships, we enhance the student experience through hands-on learning, student-centered support, and a culturally rich community that fosters success for all. When purpose meets preparation, lives—both individual and collective—rise to new heights.

Brand Pillars

The ºÚ¹Ï³ÔÁÏÍø brand is grounded in four core pillars. These pillars guide messaging, storytelling, and campaign development across the university.

Academic & Research Excellence

A high-quality education accessible to all – so that students gain the skills, experiences, and support to achieve higher.

Student Success

Preparation for a thriving career and life – so that students gain lifelong personal and professional connections.

Location

Unmatched opportunity in Silicon Valley, the epicenter of innovation and a catalytic geography –  so that students can explore, grow, and learn both on and off campus.

Culture

A community of care rooted in support, well-being, and belonging – so that students gain the assurance that they matter and are valued.

ºÚ¹Ï³ÔÁÏÍø Brand Platform and Message Map

Explore ºÚ¹Ï³ÔÁÏÍø's brand strategy and messaging pillars

Brand Personality

The ºÚ¹Ï³ÔÁÏÍø brand should consistently feel:
  • Visionary
  • Innovative
  • Inclusive
  • Inspiring
  • Driven
  • Community-minded
  • Welcoming
These traits should be reflected across voice, visual, and storytelling - not just in what we say, but how we say it.
Student walking by a wall graphic.

Create a Visual Connection to ºÚ¹Ï³ÔÁÏÍø

Visual communication is how we convey ºÚ¹Ï³ÔÁÏÍø's brand identity through images and graphics. It's one of the key ways we establish brand recognition and consistently convey our identity across channels. Visual communication is also a powerful way to evoke emotion and deepen the meaning of our stories and messages. If you ever have any questions about appropriate usage of brand colors or imagery, don't hesitate to contact a creative team member!

Contact the Creative Team

Brand Resources

Using ºÚ¹Ï³ÔÁÏÍø Name and Identity

These guidelines ensure that the university's identity is appropriately and consistently represented by the use of any person, business or organization desiring to use the San José State name, verbiage or identity elements.

University Marks

ºÚ¹Ï³ÔÁÏÍø uses a series of marks to distinctively portray our name and build memorable recognition for our brand.

Lockups for Campus Units

These lockups (ºÚ¹Ï³ÔÁÏÍø monogram + unit name) are designed to create and maintain brand unity and consistency across the entire university. So no matter what campus, college or unit is producing the communication, it is appropriately branded.

ºÚ¹Ï³ÔÁÏÍø Color Palettes

With a brighter, updated color palette, every thing you design will stand out. Just follow our print and web color guide, and your communications will stay true to ºÚ¹Ï³ÔÁÏÍø's identity.

Typography & Fonts

Consistent use of our unique fonts builds a recognizable "character" style over time and elevates brand perception. Long term use of our unique font families creates a structural familiarity in all university visual communications.

Photography & Video

Images and video help tell our stories and should convey the activity and energy of ºÚ¹Ï³ÔÁÏÍø and its diverse, vibrant community.