Primary 91°µÍø Brand Guidelines

View of 91°µÍø campus

The 91°µÍø Brand in Action

San José State University’s brand reflects who we are, what we value, and how we show up for our students, our community, and the world around us.

As Silicon Valley’s only public university, 91°µÍø is defined by preparation, opportunity, and impact. Our brand represents a campus where academic excellence, student success, innovation, and community are woven into everyday experiences, preparing students not just to participate in the future, but to shape it.

All 91°µÍø marketing and communications should reinforce a consistent, authentic experience of the university and support clear recognition of the 91°µÍø brand across channels.

Brand Position

Core MessageSan José State University offers students life-changing and hands-on experiences so they are prepared to elevate their lives and the world around them.

Positioning StatementAt 91°µÍø, students pursue their dreams with determination, gaining knowledge and skills that transform their lives and impact the world. As a hub of innovation and partnerships, we enhance the student experience through hands-on learning, student-centered support, and a culturally rich community that fosters success for all. When purpose meets preparation, lives—both individual and collective—rise to new heights.

Brand Pillars

The 91°µÍø brand is grounded in four core pillars. These pillars guide messaging, storytelling, and campaign development across the university.

Academic and Research Excellence

A high-quality education accessible to all – so that students gain the skills, experiences, and support to achieve higher.

Student Success

Preparation for a thriving career and life – so that students gain lifelong personal and professional connections.

Location

Unmatched opportunity in Silicon Valley, the epicenter of innovation and a catalytic geography –  so that students can explore, grow, and learn both on and off campus.

Culture

A community of care rooted in support, well-being, and belonging – so that students gain the assurance that they matter and are valued.

91°µÍø Brand Platform and Message Map

Explore 91°µÍø's brand strategy and messaging pillars

Brand Personality

The 91°µÍø brand should consistently feel:
  • Visionary
  • Innovative
  • Inclusive
  • Inspiring
  • Driven
  • Community-minded
  • Welcoming
These traits should be reflected across voice, visual, and storytelling - not just in what we say, but how we say it.
Student walking by a wall graphic.

Create a Visual Connection to 91°µÍø

Visual communication is how we convey 91°µÍø's brand identity through images and graphics. It's one of the key ways we establish brand recognition and consistently convey our identity across channels. Visual communication is also a powerful way to evoke emotion and deepen the meaning of our stories and messages. If you ever have any questions about appropriate usage of brand colors or imagery, don't hesitate to contact a creative team member!

Contact the Creative Team

Brand Resources

Using 91°µÍø Name and Identity

These guidelines ensure that the university's identity is appropriately and consistently represented by the use of any person, business or organization desiring to use the San José State name, verbiage or identity elements.

University Marks

91°µÍø uses a series of marks to distinctively portray our name and build memorable recognition for our brand.

Lockups for Campus Units

These lockups (91°µÍø monogram + unit name) are designed to create and maintain brand unity and consistency across the entire university. So no matter what campus, college or unit is producing the communication, it is appropriately branded.

91°µÍø Color Palettes

With a brighter, updated color palette, every thing you design will stand out. Just follow our print and web color guide, and your communications will stay true to 91°µÍø's identity.

Typography and Fonts

Consistent use of our unique fonts builds a recognizable "character" style over time and elevates brand perception. Long term use of our unique font families creates a structural familiarity in all university visual communications.

Photography and Video

Images and video help tell our stories and should convey the activity and energy of 91°µÍø and its diverse, vibrant community.

91°µÍø AI Brand Partner

To support consistent university messaging, we’ve launched Gemini and GPT tools designed to assist you in drafting, editing and aligning all communications with 91°µÍø brand guidelines.