Introduction and Purpose
Branding is not a four-letter word
In essence, a brand or identity is a reputation; a feeling that is evoked when a person sees or hears something about us. A successful identity reinforces who we are and the qualities that distinguish us from others. For example, asking alumni about Sonoma State University brings comments about student/faculty collaboration, excellent teaching, outstanding residence halls, and a beautiful place to live and to learn. Industry employers have commented on the excellent preparation of Sonoma State students.
It is important to understand that the identity process does not allow us to "invent" our image nor does it tell us what we "should" be. Instead, it reflects what we already are. With that knowledge, we can expand upon that perception.
Today we know that the SSU identity embodies academic excellence, strong, smart and savvy students and alumni who affect the world in which we live.
This guide was created because one of the physical aspects of an identity is a logo, or the marks that represent us. Placement of those marks, use of SSU's colors and how we refer to ourselves helps define the identity. This guide will show you how to embrace and achieve "identity."
Currently, Sonoma State has many identities expressed through logos or marks secondary to SSU's primary logo. In some cases, these sub-identities have been introduced to differentiate one entity from another within the University. Unique identities are important to any educational institution but they must fall under the scope of the central identity. Sub-identities present a challenge to establishing consistent branding, and approval for new sub-identities is required and cannot always be approved.
This is a living document and will be updated as needed. We invite you to look through these Identity Standards at your earliest convenience and contact us with any questions.
Susan Kashack
Associate Vice President, Marketing and Communications
University Affairs Division
susan.kashack@sonoma.edu
x4-2122