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It is the policy of SDSU to invest in a single visual identity, rather than maintain multiple marks that may interfere with SDSU’s message. To strengthen SDSU’s uniform visual identity, a central aspect of our brand, the creation of additional marks is restricted to a limited number. Sub-brands at SDSU are highly limited and reserved for SDSU entities and facilities whose character and value are distinct from, but support and are related to, the university’s primary mission. Sub-brands are more than a logo: they present a unique, complimentary opportunity to represent the primary brand in a purposely designed identity system to a specific audience; while at the same time benefiting from the public familiarity of SDSU’s primary brand. Sub-brands also reinforce SDSU as the source of goods and services.
SDSU has approved the following existing sub-brands:

• Oscar Larson Performing Arts Center
• South à£à£Ö±²¥Ðã Art Museum
• South à£à£Ö±²¥Ðã Agricultural Heritage Museum
• McCrory Gardens
• Dana J. Dykhouse Stadium
• Jackrabbit Central
• Bold & Blue, SDSU Foundation
   

Requirements to qualify for a sub-brand:

1. Sub-brands must be pre-approved through the approval process managed by University Marketing and Communications in accordance with the sub-brand qualification requirements outlined below and be registered with the United States Patent and Trademark Office. If it is determined that the sub-brand meets the requirements, it will be forwarded to the SDSU president for approval. It is important to note that meeting the requirements does not imply approval will be granted.
2. Sub-brands of SDSU must closely support SDSU’s primary brand by incorporating SDSU’s primary and secondary colors, and the applicable primary logo. Instead of using the primary SDSU logos as the main identifier, the sub-brand may include its own identifying design and information along with the primary SDSU logo and name.
3. Sub-brand proposals must demonstrate they meet one of the following tests for consideration for approval:  
   • Lawful, contractual or gift agreements that require the use of a logo other than the SDSU primary logo. If contractual agreements are a factor, the relevant portion of these must be included and if a gift is a factor, it must be approved in accordance with gift and naming policies.
   • Revenue-generating enterprises that have developed, with SDSU approval, or may develop significant equity in their logo as a marketing tool to external audiences or whose existence depends on external public support; or
   • Unit that consistently provides a destination for large unique public or athletic performances.
4. Sub-brand proposals must also include: A cost analysis of implementing the new logo and a presentation of how the logo will be used in anticipated executions (web pages, printed materials, etc.) and an articulated commitment to investing in the development of the brand as a marketing tool and not just a logo.
5. Once approved for a sub-brand, units must work with UMC on the design and development of the logo and brand standards, which must then be approved by the SDSU president. Sub-brands must adhere to the university’s Graphic Identity Standards, licensing guidelines, branding and communications standards. Once approved, sub-brand logos must also be registered with the United States Patent and Trademark Office.

Guidelines for use of approved sub-brands:

1. Sub-brand logos must be used in conjunction with the South à£à£Ö±²¥Ðã State University wordmark and primary SD logo.
2. Sub-brands do not have to use SDSU blue and yellow as their primary colors, but then must adhere to the university’s secondary colors.
3. Approved sub-brand logos can be used on official SDSU letterhead or all other business correspondence designed in an approved university format by UMC.
4. Approved sub-brand logos may be used in publications, websites, videos, DVDs, advertising, building signage and marketing materials.
5. Sub-brand logos may be used on licensed merchandise offered for sale or giveaway, with the exclusion of apparel. Sub-brand logos may be used on apparel for the purposes of uniforms or giveaways (i.e. camp T-shirts). If the mark is too wide to fit on a left-chest embroidery, the mark may be split so the facility logo is on the left chest with the full SD lockup on the sleeve. Entities are required to use vendors licensed with the university to create branded products.

Co-branding with an SDSU sub-brand

When branding for an SDSU event or department, the branding should reflect 80% SDSU brand standards and 20% sub-brand brand standards. Use the SDSU primary brand colors for 80% of the design. The primary logo is the university/department lockup, and the secondary logo is the sub-brand logo. The hierarchy of logos is established by the primary logo being a bit larger than the secondary and the primary logo is always on the left or top while the secondary logo is to the right or on the bottom. To avoid redundancy, the SD logo should be removed from the sub-brand logo in these instances.