Campus: San Diego State University -- March 29, 2004
SDSU Debuts New University Logos
Rubio Family Provides Gift to Support First Design Upgrade in 27
San Diego State University unveiled a new graphic identity system today
that features a more classic design meant to convey SDSU’s status
as one of the outstanding public universities in the country.
“We are not just a ‘big’ university; we are by every
definition of the term a ‘major’ university in research,
teaching and community service, and now we have a graphic identity that
is consistent with the stature and influence our university has earned,”
SDSU President Stephen L. Weber said at a brief ceremony in front of
Hepner Hall to honor the launch of the new marks. “The new university
logos…will help us to integrate our communications and establish
a consistent identity to better tell the story of San Diego State’s
Hepner Hall is the centerpiece of the new primary logo, its distinctive
bell tower and twin turrets depicted in relief with two lines in capital
serif type underneath: “San Diego State” on top, and “University”
below. The primary colors remain red and black, and gold will be added
in some cases as an accent color. SDSU’s previous logo was introduced
Weber described Hepner Hall as a fitting icon for the new logo because
it honors SDSU’s heritage, and yet has a timeless connection to
the university’s mission. “This historic building has served
as the front door of the campus since it opened in 1931, a gateway to
knowledge, achievement and human development,” he said.
Greenhaus, a San Diego-based advertising agency, designed the new primary
logo and secondary marks, which include a new university seal, a banner
logo and an updated “SDSU” initials logo.
The graphic identity project is part of a larger strategic communications
initiative SDSU launched in 2002. Plans to develop a new logo began
after surveys of faculty, students, staff, alumni, community representatives
and business leaders revealed most respondents could not describe the
current university logo, confused it with the university’s Athletics
logo, or believed it did not convey SDSU’s stature as a major
university. Based on these findings, a committee of faculty, staff,
students and alumni began working in March 2003 with Greenhaus on a
new graphic identity for the university, as well as integrating other
Also in 2003, the Ralph Rubio family made a gift to fund the development
and implementation of the new graphic identity. As a result, no new
state funds were required to undertake the project.
“None of this would have been possible without the leadership
of The Campanile Foundation and the generous support of Ralph and Dione
Rubio,” Weber said.
The cost of developing the new graphic system and guidelines for its
use was $85,000. The new graphic identity will be phased in using remaining
funds from the Rubios’ gift. In most cases, however, there will
be no additional cost to upgrade. For example, use of old letterhead
and other materials with the previous logo will continue until supplies
are exhausted, and the new logo will be phased in with new orders.
Introduction of SDSU’s new graphic identity will not affect use
of the university’s current Athletics logos, which were introduced
Editor’s Note: Electronic versions of the new SDSU logo are available
for media use at www.sdsu.edu/logo.
The site is password protected; please contact any of the following
for access, or to receive the logo on disc or via e-mail:
Jason Foster; 619-594-2585 or firstname.lastname@example.org
Aaron Hoskins; 619-594-1119 or email@example.com
Jennifer Zwiebel; 619-594-4298 or firstname.lastname@example.org