The Beach Brand
As a member of the The Beach community, you will benefit from the power of The Beach brand for your entire life and career. Together, we have a responsibility to protect and thoughtfully shape this asset now and far into the future. One aspect of the university’s brand is its personality, reflected in its name, marks and other images. Presented here is information for the organizations you’re a part of as you mindfully help shape the brand as co-custodians of The Beach.
University Name
The university name is legally protected. Only recognized student organizations may use the university name in conjunction with their organization’s name in presenting themselves as recognized members of The Beach.
California State University, Long Beach is the official legal name of our university. As such, the full name of the university is appropriate primarily for formal documents but may also be used in other contexts.
Cal State Long Beach and the acronym of CSULB are shortened, informal instances of the university name that are often used once context is clear.
Long Beach State University is a nickname for the university, yet is a preferred reference by many stakeholders. This nickname, along with the shortened Long Beach State, is primarily used by Beach Athletics (the name of our Division I intercollegiate athletics program) in referring to the university.
The Beach is the most informal reference to the university, used upon second reference or when the context is clear.
‘49ers remains a nickname and identifier for anyone affiliated with the university as an alumnus/alumna, employee, student or supporter.
University Logo and Other Marks
The university logo and other marks are legally protected. Use of these marks by recognized student organizations must be cleared through the university’s Strategic Communications department via Hector Infante at hector.infante@csulb.edu. In your request, you will need to inform Strategic Communications of the logo or other mark’s intended use. Final approval of use of a university logo or mark will only be made once the design of the proposed communication or promotional item is made available. Designs must follow established usage guidelines, which fundamentally require that no alteration to the mark is made.
Core University Marks
Your Organization's Mark
To maintain brand consistency throughout our campus and its various organizations, you can use our CSULB mark extension to promote your organization's logo within an established university mark. To create your university mark extension, please contact Hector Infante at hector.infante@csulb.edu.
Colors
White should be the most used color in our color palette. It grounds the other colors and helps them shine with the greatest intensity. Your design should begin with white. Then add color to the mix. Layouts that lack prominent white space — or that are flooded with yellow, gray or black — lose their energy.
The primary university colors are white, yellow and black. Gray (70% black) can also be used for body copy.
Elbee, the University Mascot
Depictions of Elbee and use of the name “Elbee” are legally protected. Illustrations of Elbee are developed and issued only by Strategic Communications unit, and may not be altered in any way. In real-life physical form, appearances by Elbee at games and university events are managed by Beach Athletics. Elbee is nonverbal, transcends gender and uses the pronoun “they.”
Photography & Videography
You should obtain written permission from people featured in your photos and videos, unless the image or video was secured in a public environment or at a public event in which there is no expectation of privacy and the subjects are not singled out. You should secure written permission from people in your photos or videos if you are using “models” or the images were obtained in a closed, non-public setting.
