Visual Identity

The guidelines for the University’s visual identity marks allow flexibility while still providing a unifying look and feel that can be consistently applied in all University communications and marketing.

The purpose of a strong visual identity system is to project  a consistent, high-quality image of the University. The design approach taken for most top-level materials reflects our brand personality—authentic, friendly, and a little quirky. We use primarily authentic (candid, not staged) photography to show off our community and campus, and we prefer flexibility in design over cookie-cutter templates.

The following guidelines for the University’s visual identity marks are intended to allow flexibility while still providing a unifying look and feel that can be consistently applied in all University communications and marketing.

Wordmark and Graphics

Marketing & Communications must approve the use of any Humboldt logos and wordmarks that are printed on clothing or giveaways such as (but not limited to) water bottles, mugs, and pens to ensure appropriate use and consistency with brand standards. Contact Kristen Gould at or (707) 826-4177 for approval before you place an order.

The horizontal wordmark is Humboldt's primary identity and should be the most consistent visual component in communications. There are additional graphic elements that can be used in conjunction with it. The typeface used in the wordmark is a customized version of a “half-serif” font that was chosen for its blending of contemporary and traditional qualities.


Humboldt's wordmark does not have to be green and gray. It can be assigned colors that fit the color scheme of your publication or website. However, it should always be used with the emphasis on “Humboldt” versus “Cal Poly.” Humboldt should be visually dominant by approximately 25%.

Emphasis ration example

The stacked wordmark is intended for spaces that don't fit the horizontal wordmark well. The same color usage applies.


Humboldt's Spirit H Monogram is a secondary identity mark. It is not meant to stand on its own. The horizontal or stacked wordmark should always be present as the primary identity. However, the Spirit H can be used as an alternative to using the wordmark multiple times in the same publication.


Do not stretch or condense the wordmark or other graphics. Humboldt's wordmarks and graphics should be enlarged or reduced proportionally.

Example of stretching mark

Do not display the wordmark at an angle. The wordmarks are meant to be displayed horizontally only.

Example of rotating mark

Do not put the wordmark in a box. Don't add boxes or other graphic elements that have the effect of changing the wordmark.

Example of outlining mark

Do not use a substitute font. You should always use the wordmarks supplied by Marketing & Communications — don’t try to replicate or recreate them. Humboldt's wordmarks are intended to be unique identifiers for Cal Poly Humboldt. Typefaces that match or closely resemble these marks diminishes the brand's impact. Any type accompanying the wordmark should be set in a font that compliments the wordmark but does not attempt to match it.

Example of changing mark's font

Do not add any graphic elements to the wordmark. The wordmark should stand alone as Humboldt's identity. No graphic elements should be added to the wordmark or placed in such a way as to create a new or different identity.

Example of adding elements to the mark

Do not use inadequate contrast

Example of inadequate contrast in mark

Other Campus logos

University Seal

Presidential Seal Example

The University Seal is not intended to be used as an identifying mark for most publications, websites, or other materials. The seal is intended for very formal uses or to imply specific endorsement of the University President’s Office. Its use must be approved by the Office of the President or Marketing & Communications. The Seal is used on official University documents, executive stationery, and for select campus-wide events such as Commencement. Please contact Marketing & Communications if you’re considering using the University Seal. 

Informal Seal


The informal seal can be used on publications in place of the wordmark as long as the words are readable. Use this logo with a minimum diameter of .75”.

Official Colors

PMS 349

Color values:

RGB 59 105 61
HEX/HTML #3b693d

PMS 1235

Color values:

RGB 242 183 55
HEX/HTML #f2b735

PMS 340

Color values:

RGB 41 147 98
HEX/HTML #299362

PMS Cool Gray 9

Color values:

RGB 118 119 122
HEX #76777a

Get all Humboldt Wordmarks & Logos

Download All Marks

Usage Guidelines

Download detailed usage guidelines for Humboldt wordmarks.

calpolyhumboldt brandstyleguide infographic