The official seal of California State University, East Bay was developed by the University’s Integrated Marketing Communications Committee. This 25-member committee of students, faculty, staff, and administrators collaborated with designers from the Office of University Communications to guide the creation of a new graphic identity system for CSUEB, consisting of a seal and logo. Following 10 months of research, testing, and development, a new seal and logo were formally adopted in April 2006.
The seal depicts a Coast Live Oak (Quercus agrifolia), native to the East Bay hills and found on both of the University’s two East Bay campuses, in Hayward and Concord, symbolizing the University's deep regional roots, strength, and commitment. In the background, behind the oak, is San Francisco Bay and the shores and rolling hills of the East Bay, home to the University’s two campuses and the region it serves. The sun shines brightly and warmly above, symbolizing the power and sustenance of knowledge and elucidation. Under the oak’s sheltering canopy is an open book with text that enunciates the University’s mission and values. A scroll lying across the open book contains a Latin motto, "Per Aspera Ad Astra," which translates to "through adversity to the stars." The year in which the University was chartered, 1957, is displayed directly above the oak.
Graphic Communications Attributes
During development, the seal was subjected to perceptual testing. In testing, the seal’s combined oak tree, sun, hills, and Bay imagery was shown to evoke strong regional affinity, distinguishing the institution from its regional competitors. It reminds viewers of the University's inviting hilltop setting at its Hayward campus, as well as its connection to the iconic East Bay natural landmark of Mount Diablo at its Concord campus. Perceptual testing showed that, in addition to communicating a distinctive East Bay heritage and connection, the seal also communicates the following core attributes: classic, prestigious, and academic quality, as well as friendly, warm, and welcoming. Keep these graphic communications attributes in mind when planning University communications and branding projects and considering which graphic identity elements to use.
Seal Color Variations & Reproduction
The seal may only be reproduced in full color (4-color process), in solid black, or in gray (40% screen of solid black). The seal may also be blind embossed; foil embossed in black, white, or gold, or reproduced using metallic gold (PMS 872) ink. Color assignments and locations may not be modified in any way.
The University seal may be displayed only on a CSUEB primary-color background or field (white, black, or East Bay Red) or on one of the following CSUEB secondary-color fields: Bayview Blue, East Bay Olive, East Bay Bronze, East Bay Silver, Steel Blue, East Bay Gold, or Evergreen.
Permission to reproduce the seal in other colors or on other backgrounds or fields may be requested from the Office of University Communications.
The seal, when used alone, should never be reproduced smaller than one-half an inch in diameter.
Seal Display and Space Reservations
The seal should be displayed within an area free of other graphic or design elements and type that may compete with, or distract from it. This area should be a minimum of 25% of the measurement of the diameter of the seal (1/2 the radius), as displayed, projected from all edges of the seal. In other words, when displaying a 1” diameter seal, surrounding elements may not be placed any closer than 1/4” to the seal. Exceptions include the use of either the horizontal or vertical signature mark, which use a distinct, fixed spatial formula.
Because the distinctiveness, regional heritage, as well as the quality and prestige attributes that the seal communicates are of particular strategic value to the University, broad use of the seal as a CSUEB branding element is strongly encouraged. This includes formal, presidential, and ceremonial applications, (such as pins, medallions, certificates, diplomas, and executive invitations and communications), in which the seal is typically be used alone. Otherwise, use of the signature mark, which combines the seal and logo in one of two fixed configurations, is the preferred University brand identifier, especially for communications intended for, or likely to be seen by broad, general, mixed audiences. Use of the seal for more casual applications including emblematic items (such as mugs, pens, key rings, athletic items) is also permissible. Applications that common sense suggests might in any way demean, disparage, or degrade the image and prestige of the institution are expressly forbidden.
- The seal may be used alone on formal and official documents, such as diplomas, resolutions, and for formal invitations from the president’s office.
- Use only one seal on any one surface of your layout.
- Never combine or display the seal with the logo or signature mark on the same page or surface. The exception to this seal usage rule is when the seal is blind-embossed (no color) or only partially reproduced in light gray (as a screen or tint of black) in such a manner as to suggest a watermark. In these instances, it would be permissible to print the logo (but not the signature mark) on the same page or surface.
- It is permissible to use the seal on the cover of a formal communication, such as the invitation to a University event, with the logo (but not the signature mark) on the back cover.
- In general, all three CSUEB identity elements should not be used in the same document.
The California State University, East Bay seal is a trademark of the University, and its use for commercial or outside noncommercial uses purposes must be officially approved and licensed by the University’s licensing agent, the Office of University Communications. This office also administers these guidelines and can provide you with additional information and further assistance.
Seal Graphic Downloads
Folders of downloadable digital copies of the seal in sizes and formats appropriate for various applications are available as follows:
CSUEB Seals for Office Documents (TIF)
These graphic files are for use in creating common office documents and provide high-quality printing from your personal/office desktop printer. Office publication software includes but is not limited to Word, PowerPoint, Excel, and Publisher.
CSUEB Seals for Professional Print Production (EPS)
These graphic files are designed for professional design and printing projects. They are in EPS (Encapsulated Post Script) format saved down to Adobe Illustrator Version 10 for the PC and should only be handled by graphic designers, vendors, and other professionals familiar with EPS files. The files can be viewed and applied using advanced graphics software such as PageMaker, In-Design, Quark, and Photoshop.
CSUEB Seals for Web Applications (GIF)
These graphic files should be used for the Web only. Using these files for printed material will result in poor quality, low resolution reproductions.