Fresno State Esports - Brand Identity
Marketing > Branding Programs - Institution Wide
Institution: California State University, Fresno
Title of Entry: Fresno State Esports - Brand Identity
About this Entry: In response to the growing trend in higher education with esports, Fresno State launched its first co-curricular esports program in the fall of 2019. This new program created a need for a visual identity that would represent Fresno State well in this global landscape.
While it shares many commonalities with collegiate athletics, the decision was made for this program to be established under Student Affairs. Therefore, it could not use Fresno State athletic marks to brand the program. Similarly, the unique aspects of this program, coupled with the potential impact it has on the University brand, gave reason for a sub-identity that aligned with the overall brand while providing a visual identity that reflected the excitement and power of the esports program. Thus, a new logo was developed. The University’s in-house graphic designer created a logo and robust style guide for the Fresno State Esports Program that celebrates the spirit of the University brand and inspires students to be bold in competition and in the classroom.