Brand & Sub-Brands


Core Brand

Most units on campus fall within the core brand of Cal Poly Humboldt – including all academic and operational support units. They utilize the primary graphic identity standards of the University, and the brand of the University drives their marketing position and communications. These units use standard wordmark styles which are presented in consistent ways with the full name of the University. This creates greater consistency for our audiences, which helps the University reinforce its core brand while also serving the goals of individual units.

Examples: Divisions, Colleges, Academic Departments, Facilities, Marketing & Communications, Retention & Inclusive Student Success

There are certain campus units with a specific need for a sub-brand, as noted below. In addition, certain units have created wordmarks or logos over the years. These will be addressed and phased out over time as the graphic standards are more fully integrated across campus.

Extended Brands

Extended brands are for units that have functions internal to campus that benefit from a unique brand mark. These are exclusively units with responsibility for direct, day-to-day support of students. These units must demonstrate an ongoing need to market their functions to students.

Example of extended brans



Sub-brands are for campus units with very specific marketing needs that are somewhat distinct from the University and its core mission. The unit might provide a unique set of services or products, for example. Also, it must have a need for outreach and marketing targeted to specific external audiences.

The graphic identity of units with sub-brands must be congruent with the University’s core brand. The sub-brand must reflect the core brand platform, but can include distinct messaging to highlight their offerings within their market.

Units that are presumed to have the option for a sub-brand include auxiliaries, centers, and institutes. Others are considered on a case-by-case basis.

Examples of Sub-Brands

Examples: Athletics, Associated Students, KHSU, Forever Humboldt, CenterArts, Gear Up

Exceptions to the general guidelines on extended brands and sub-brands must be granted by Marketing & Communications. All development of new extended brands and sub-brands must be handled in collaboration with Marketing & Communications. Creation and maintenance of extended brands and sub-brands entail costs that must be handled by the unit.

Special Campaign and Event Brands

In many cases, marketing campaigns and special events will have a need for a distinct wordmark, logo, or graphical treatment. These are allowable, though as with sub-brands, the costs for creation and maintenance must be handled by the unit responsible for the campaign or event. For campaigns and events that include an off-campus audience, these brands must be developed in collaboration with Marketing & Communications.

 Examples of Special Campaigns & Events

Examples: IdeaFest, Welcome Home to Humboldt, Humboldt Cares, Homecoming & Family Weekend