A new Fresno State logo was unveiled yesterday at an event outside of the
University Student Union. Shirley Armbruster (left) poses with Time Out, ASI President Selena Farnesi, President John Welty and others.­The logo unifies the well-recognized dog paw symbol and its mission of opportunity, the committee said.
Esteban Cortez / The Collegian

The words­ “discovery,” “diversity” and “distinction” sit beneath the university’s renovated logo, which features a new font that spells out “Fresno State” in the university’s traditional red and blue colors. A paw print juxtaposed with the “O” in “Fresno” connects the university with the bulldog, perhaps the university’s most-recognized symbol.

The new logo””revealed yesterday at an on-campus event just outside of the University Student Union””is a result of three years of extensive marketing research.

“We found that people think of us as ‘Fresno State,’” said Shirley Armbruster, co-chair of the university Integrated Marketing and Communications Steering Committee, which executed the new branding campaign. “I’m delighted that we are making great strides in unifying our message as a university, and it’s distinctive in how we present ourselves.”

Although the formal name of the university remains “California State University, Fresno,” the new logo embraces the popular name “Fresno State” in all references to the university. Provost William Covino, co-chair of the branding committee, said that the new logo illustrates the existing positive reputation established by the university’s formal and informal names.

Tamyra Pierce, chair of the department of mass communication and journalism and a member of the branding committee, primarily assisted with marketing and research for the new logo.

“It was three years of hard work, and a culmination of talking to a lot of people,” Pierce said. “We listened to the community, staff, students and faculty and this [logo] is what it came to.”

Pierce and other members of the branding committee conducted research, surveys, one-on-one interviews and focus groups with Fresno State community members and marketing experts. After interviewing about 2,500 people, the committee concluded that the university needed a unified brand and image.

The committee found that most people refer to the university as “Fresno State” and that students and the community love the dog paw symbol, Armbruster said.

The committee also compiled a long list of words that people associate with the university, but decided to integrate the words “discovery,” “diversity” and “distinction” into the new logo.

Armbruster said that the committee saved money by hiring a professional consultant that cost $15,000, as opposed to an external consulting firm or marketing agency that would typically cost the university $250,000 or more.

Since most committee members are existing university employees, most fit the required campaign work into their schedules.

Fresno State graphic design and advertising student Alicia Chartley was at the event yesterday, where the new logo was unveiled after the Fresno State Bulldog Marching Band played music for a student dance performance.

“It’s simple and clean,” Chartley said about the new logo. She said she always refers to the university as “Fresno State” and thinks the new logo is memorable.

University Communications made the logo readily available after the event by giving away T-shirts, tote bags, note pads and pens demonstrating the new logo.

Pierce said that the committee plans to gather post-launch feedback and will continue to do branding research. Although Armbruster doesn’t expect many issues with the logo switch, she said things will be changing around campus. Clubs and organizations will be required to switch over to the new logo, and use of the previous “sunburst” and bronze medallion logos will not be allowed.

Associated Students, Inc. President Selena Farnesi was happy with the turnout of the logo and endorsed the branding initiative.

“I love the idea of a campus-wide logo that is both professional and reflects school spirit and student life,” Farnesi said. “It makes you feel good about being connected to Fresno State.”