U–SU Brand Guidelines
The University–Student Union (U–SU) brand at Cal State LA represents community, connection, and growth. To maintain a consistent and recognizable brand across all our communications and materials, please follow these simple guidelines. These instructions are designed for non–designers to ensure you're using the U–SU's visual and written elements correctly.
What is Branding?
Branding is more than just a logo or a color scheme—it's the entire identity, experience, and reputation of an organization. It's how people feel and connect with the brand, whether through visuals, messaging, or the experiences they have with it.
For the University-Student Union (U–SU) at Cal State LA, branding is about:
Creating a recognizable identity for students, staff, and the university.
Setting a tone that feels welcoming, inclusive, and empowering.
Ensuring consistency across everything from event flyers to social media to in–person experiences.
Let's explore the University–Student Union brand and how it creates a strong, connected campus experience.
Mission, Vision, and Values
Market Pitch
The University–Student Union (U–SU) is your campus hub for connection, growth, and success. From recreation and events to leadership opportunities and essential resources, the U–SU empowers students and partners alike to create a thriving campus experience. Your place, your future, your U–SU. Ready to get involved and make the most of your student experience? Visit U–SU today and start exploring!
Mission
With open doors and minds, we provide space and opportunities, enabling Golden Eagles to soar.
Vision
The vision of the U–SU is to become the central hub for connection and growth.
Core Values
Accountability
Integrity
Innovation
Community
Fun
Connection
Logo Usage
Always use the official U–SU Logo
Use as provided by the marketing department. This includes the full name or acronym, both requires a hyphen.
• University–Student Union
• U–SU
Correct Placement
The logo should always have space around it so that it's clearly visible and not crowded by other elements. Avoid placing it on busy or patterned backgrounds.
Color Variation
Use the correct logo for light or dark backgrounds. If unsure, use the standard color version for light backgrounds and the white version for dark backgrounds.
If you need access to the logo files, contact the Graffix team at usugraffix@gmail.com.
Do Not
• Stretch, rotate, or modify the logo in any way.
• Use any colors other than the official yellow, black, and light grey.
Color Palette
Stick to the official U–SU colors to keep all communications consistent. When creating any documents, presentations, or emails, use these colors as much as possible.
Yellow
Yellow can be used for highlights or to draw attention.
Black
Black is for headlines and main text.
Light Grey
Light Grey works well as backgrounds or accents.
Typography
Use these fonts in your documents, emails, and presentations
Contact usugraffix@gmail.com for more information on how to access, install, or utilize these fonts.
Akzidenz-Grotesk
Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Bitter
Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Merriweather
Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Montserrat
Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Verdana
Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
U–SU Location Directory
The University–Student Union (U–SU) building at Cal State LA offers various resources and spaces that foster community involvement, student support, and engagement. Use the following directory when referencing specific locations in communications.
Basement
• Recreation 1
• Recreation 2
1st Floor
• U-SU Lobby
• U-SU Plaza
2nd Floor
• Cross Cultural Centers
• Asian Pacific Islander Student Resource Center
• Center for Student Involvement
• Chicana/o Latina/o Student Resource Center
• Gender & Sexuality Resource Center
• Pan African Student Resource Center
• Graffix
• Games Room
• Desert Lounge (Faces U-SU Plaza, near U-SU Wings)
• Forest Lounge (Faces Streetside, near 'Where Campus Comes to Life' Banner)
3rd Floor
• Alhambra Room
• Alumni Lounge
• Board Room North & South
• Los Angeles Room ABC
When 1 Room
LA Room A
When 2 Room
LA Room AB
• Montebello Room
• Pasadena Room
• San Gabriel Room
Brand Voice and Messaging
Tone of Voice
Friendly and Approachable
The U–SU welcomes everyone with open doors and minds. Communications should feel conversational, friendly, and professional.
Supportive and Empowering
All messaging should inspire students and faculty to get involved, highlighting the U–SU as a place where growth happens and opportunities abound.
Clear and Inclusive
Avoid jargon and overly complex language. The tone should make everyone feel represented and understood, creating a sense of belonging.
Messaging Examples
Event Promotions
"Get ready for a week full of exciting activities at the U–SU! Whether you're looking to relax, connect, or learn, we've got something for you."
Informational Content
"The U–SU is here for you! Need a place to study, grab a bite, or meet new people? Stop by anytime we're open with opportunities for everyone."
Call–to–Actions
"Join the U–SU today and be part of something bigger. From leadership roles to fun events, there's a place for you here."
Taglines
Simple, impactful taglines that reflect the U–SU's mission and values
"Where Connections Take Flight"
"Empowering Golden Eagles Every Day"
"The Heart of Campus Life at Cal State LA"
Final Thoughts and Brand Consistency
To ensure that the U–SU brand remains cohesive, recognizable, and impactful across all materials
Consistency
Always adhere to these guidelines when creating materials that revolves around the U–SU, whether it's a flyer, digital post, or promotional contents.
Feedback
Regularly encourage team members to provide input to ensure the guidelines are adaptable to all applications while maintaining core brand values.
The U–SU Brand
Remember that the U–SU brand is more than just logos and fonts—it's about fostering a vibrant, inclusive, and connected community at Cal State LA.
We are always open to new ideas, questions or concerns about our brand.
Please stop by for a quick chat or set a meeting, we are here to collaborate.
It's our personality as an organization.
Social Media
U-SU
@usucalstatela
CCC
@cccatcalstatela
Graffix
@usugraffix
CSI
@csicalstatela
Recreation
@calstatela_recreation
CLSRC
@clsrc.ccc
PASRC
@pasrc.ccc
GSRC
@gsrc.ccc
APISRC
@apisrc.ccc