The new logo replaces the purple and gold rectangular logotype that has been in use since 1999, and it will be incorporated into all University stationery, publications and Web sites over the course of this semester and spring semester.

"The logo embodies values relevant to both our campus and our exceptional home city -- innovation, activism, entrepreneurship, global perspective and commitment to enlightened social justice," said Lee Blitch, vice president for University advancement. "It highlights our distinguished 107-year history of contributing to San Francisco and the greater Bay Area and reinforces our long-standing intellectual tradition."

The new logo features two primary executions: the horizontal or "global" execution and the vertical or "local" execution. The global version -- in which the University name is spelled out completely -- will be used in materials created for and accessible to regional, national and worldwide audiences. The local version -- in which the University name is abbreviated using the new abbreviation standard, "SF State" -- will be used in materials created for and accessible to local or regional audiences.

Elements within the logo include the date of the University's founding -- 1899 -- to emphasize the University's rich heritage; stylized renditions of both the Golden Gate Bridge and Marin Headlands, to emphasize the University's location in San Francisco and on the Pacific Rim; and illustrations of a flame and a classical goddess of wisdom, to represent commitment to enlightenment and learning.

The logo is supported by a complete graphic identity system that will help staff and faculty present a coherent, distinctive and memorable image of the University in a full range of printed and electronic materials. Detailed guidelines and resources can be found on the Identity System Guidelines Web site. A Web-based stationery ordering system (accessible via the Identity System site) provides faculty and staff the opportunity to order a variety of customizable business paper products, including business cards, letterhead (color and black and white) and envelopes (multiple varieties).

Although the official launch date for the new logo and identity system is Nov. 1, it will take a number of months before the "new look" thoroughly permeates the University. For some early examples, look up at the light pole banners on Holloway Avenue, the Muni platform posters on 19th Avenue, and the cover of the 2006-07 Bulletin.

For additional questions or concerns about the new logo and identity system, e-mail logo@sfsu.edu.

-- Miles Orkin