Chico State Announces New Visual Identity for University, Athletics

During President Gayle Hutchinson’s Convocation address Thursday, she revealed a new visual and narrative identity for the University—the first comprehensive identity initiative in the institution’s 134-year history.

“When I became president in 2016, I pledged my commitment to chart Chico State’s institutional journey to prominence. And for the last five years, that’s exactly what we’ve been doing,” she said. “Our achievements and accolades are too numerous to list, but one thing is clear, people across California and, I dare say, the world are taking note of Chico State.”

As competition for student enrollment grows more complex and we continued to see diminished investments in public higher education, the need for a refreshed identity and unified voice has increased. University leadership embarked on a comprehensive project to refresh Chico State’s logos and narrative in a way that will further attract qualified students, increase enrollment and build donor support.

The new visuals include an updated University ceremonial seal, institutional logo and wordmark, Athletics logo, and “Big C” spirit mark.

“With these new marks, our visible presence will be just as impressive as the institution we all know ourselves to be,” Hutchinson said.

The new ceremonial seal plays homage to Chico State’s founding in 1887; motto of “Today Decides Tomorrow;” Wildcat mascot; decorative columns and arches in the architecture of its oldest buildings; and the iconic valley oak tree, which was a staple for the Mechoopda people and remains a symbol of unity and wisdom.

The institutional logo’s Wildcat is determined and bold, ready to embrace opportunity and adventure. Sharply focused on its objective, the new Athletics Wildcat is built for speed and ready to take on the competition.

“The pride, distinction and adaptability exhibited in our new athletics mark makes it a worthy symbol of the culture of excellence built and sustained by Chico State’s student-athletes, coaches and staff of the past and present,” said Athletic Director Anita Barker. “Athletics is proud of the Wildcat Family and proudly stands with the University as we head into the future unified in appearance and spirit.”

Using distinctive typography and subtle updates to the University’s signature radiant red, the institutional wordmark has been remade with the University’s name sitting next to the Wildcat. The mark will be extended across campus, to have a shared identity across all colleges, programs, and departments and achieve greater consistency across all of Chico State’s touchpoints.

In addition to the new visuals, Hutchinson also revealed a new narrative for the University that will be used comprehensively in its marketing and communications to both internal and external audiences. The University’s new tagline, Do & Dare, is a call to students, faculty, staff, and alumni: do what you love and dare to do your own way, today, tomorrow, and every day that follows.

“The foundation of our identity promise is a mantra we’ve held dear for decades. We don’t just say it. We live it,” Hutchinson said. “Today Decides Tomorrow.”

The concept is built on four pillars: Wildcats are catalysts for change, our community builds connections beyond campus, we foster a culture of belonging, and the transformation of our students, faculty, and staff takes place in a captivating educational setting.

Both the new visual and narrative identities are the products of more than a year of research and creative development. Led by Chico State’s University Communications team and two renowned marketing firms—Pentagram and Simpson Scarborough, significant fact-finding and idea-vetting helped shape these concepts, including qualitative and quantitative testing with thousands of prospective and current students, alumni, donors, faculty, staff, and community members.

The implementation of both the visual and narrative identity will be a gradual shift, driven by fiscal responsibility, a commitment to sustainability, and resources. It will begin to take place immediately on the University’s website and digital platforms, then extend to signage such as pole banners and building displays. Soon, Wildcat Store apparel and gift items will have the new logos, as will departments and programs campuswide for marketing materials. More significant updates, such as the water towers adjacent to University Stadium and the Acker Gymnasium floor, will take months, if not years.

“As we look to secure our place as a preeminent university with a global reach, we don’t want to be a best-kept secret any longer,” Hutchinson said during Thursday’s address. “Now, we will share one look and speak with one voice, and the world will take note of Chico State.”