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Brand Manual

In 2016-17, thousands of CSUSB students, alumni, faculty, staff, friends and community leaders participated in a comprehensive research study about what makes our university special and distinctive. From this research, CSUSB’s competitive advantage was distilled into a messaging platform and creative concept that illustrates our brand promise.

We Define the Future


It translates our mission and vision into a competitive advantage and defining strengths that:
  • DISTINGUISH CSUSB not only within the Cal State system, but also among all state and private institutions in California.
  • EXPLAIN the value and benefits of high-impact learning, academic distinctions and community engagement that are so fundamental to our mission.
  • CAPTURE the Coyote Pride that embodies the spirit and energy of our diverse campus community and culture.


This brand manual serves as a guide to telling the CSUSB story. It gives all of us a new set of language and creative tools to position the university as a vibrant producer of confident, successful graduates for California and beyond. We will empower you to use these tools in your daily efforts to communicate the university’s distinctiveness.