Buffalo State has recently instituted a new campus branding strategy and crest mark for the college. The College Relations Office has revised its Visual Identity Program and Communication Standards and Policies to align with the new strategy and to help create a consistent image for Buffalo State. All printed materials, websites, and marketing initiatives must be cohesive and closely integrated with the new brand strategy to present a clear, consistent image for the college. Without consistent messaging or a clear visual link to Buffalo State, public audiences might be unsure which units and programs are connected to the college.
The Visual Identity Program and Communication Standards and Policies pertain to all Buffalo State official communications, including web and new media, print publications, stationery, media and public relations, advertising and marketing, internal communication, and merchandising. The Visual Identity Program explains how to use the Buffalo State crest marks and official seal, and how to apply typography and colors for a consistent look that strengthens the image of Buffalo State. The Communication Standards and Policies present a common set of guidelines for various types of communication to both internal and external audiences: brochures and advertisements, reports and letters, websites and new media.
A wide variety of audiences—from faculty, staff, and students to members of the media and the general public—view communication materials from Buffalo State every day. Because every page on the Buffalo State website, every piece of printed material, and every public relations message represent the institution, it is vital that we present a unified image. The Visual Identity Program and Communication Standards and Policies help ensure that Buffalo State presents itself in an accurate, clear, and consistent manner.
For complete details on working to fulfill your program’s communication goals and objectives or for brand strategy guidelines, please contact the College Relations Office, Cleveland Hall 307, at firstname.lastname@example.org or (716) 878-4201.
Buffalo State’s iconic Rockwell Hall clock tower (pictured above) is the focal point of the new Buffalo State crest. Built in 1931 and named after Harry W. Rockwell, the college’s fourth president, Rockwell Hall was one of the campus’s five original buildings. Its clock tower stands as an academic beacon in the city of Buffalo. Since its founding in 1871, a date that is prominently inscribed on the crest, Buffalo State has been a public institution with a public purpose: to serve the public good. This is a value that remains strongly held today.
The crest also features a banner that reads “Dedicated to Excellence.” These critical words are drawn from a larger phrase in Buffalo State’s mission statement: the university is dedicated to excellence in teaching and scholarship, cultural enrichment, and service. Including “Dedicated to Excellence” in the crest mark provides both confirmation of past successes and inspiration to future students, faculty, staff, and alumni to strive for excellence in all they do.
Elements of the Buffalo State crest mark are centered on a two-tone escutcheon, or shield. In heraldry, the shield has long served as a decorative emblem to identify families and organizations. Buffalo State’s shield is tinted with orange, the well-known and identifiable official color of the institution. The shield also imbues the crest mark with a sense of organizational strength and security. Flanking the shield on each side are the leafy golden branches of an elm tree in its autumn glory. The elm tree is historically associated with both the campus neighborhood on Elmwood Avenue and the tree-filled campus’s Maud Gordon Holmes Arboretum. The arboretum, which currently includes more than 1,700 trees, was dedicated in 1962 with the ceremonial planting of a scotch elm tree. Through the years, the elm tree has been immortalized on campus in the names of the university’s annual yearbook (Elms) and literary magazine (Elm Leaves).
The crest features Buffalo State’s official colors, orange (Pantone 159), black, and cool gray (Pantone Cool Gray 9), plus an accent of gold (Pantone 7408). “Buffalo State” and “The State University of New York” are displayed in Adobe Garamond, one of the college’s official typefaces.
Unlike the official seal of Buffalo State, which is reserved for use by the President's Office and official college documents such as diplomas, the crest mark is available for general campus use. It is offered in a family of three iterations (circular, horizontal, and vertical) to suit a wide range of applications.