The new logo symbolizes prowess and power for all sports at CSUF.

By Nicholas Fortes
Daily Titan Staff Writer

The Cal State Fullerton athletics department’s proposal for a new logo was approved by President Milton Gordon earlier this week, and will feature a trumpeting elephant, a shield with rays of sunlight, the Titan name and school affiliation.

The logo will not replace any current athletic logo, but be an additional image for the athletic department’s use for merchandising and athletic gear. The block “F” will remain the primary logo for athletic jerseys, hats, etc.

“They have the flexibility now to use either the ‘F,’ the ‘Titans’ word mark or this new image that assigns a graphic to the word ‘Titans,’” Associate Vice President of Strategic Communications Jeffrey D. Cook, said.

The idea for the new design came with process of changing the school’s core emblem and identity over the summer session, and to bring forth a new look of optimism toward the school.

“I don’t think this would be a good time to stop work on the things that can help demonstrate how strong we are as an institution, how much a degree from this university is worth, and to help demonstrate that we are investment worthy. That’s what all these visual identity projects were designed to do,” Cook said.

The office of Strategic Communications worked with the athletic department to come up with the new, and only, logo featuring the trademark elephant mascot.

“We wanted to make sure that the elephant had a feeling of fierceness and determination,” Cook said. “The elephant is a big part of this university’s history and we worked hard this summer to find something that can work for (athletics) and that we can be proud of.”

The logo features blue and white, the official school colors, and orange, which has been accredited as an accent color for the school.

Contrary to what many believe, blue and white are the two school colors; the orange has been adopted by the athletics and the fans like it a lot, Cook added.

The sun and rays of light convey vision, optimism and confidence in the future, according to a memorandum sent out to faculty and staff from President Gordon.

The word “Titans” is printed in the school’s “Titan” word mark logo style at an upward angle that matches the angle of the elephant and is meant to show a striving will to overcome challenges.

The logo is meant to show the prowess and power of the athletic teams on campus, which can be seen in the eyes of the new elephant.

“I like it. I like how the elephant looks mean and aggressive,” Jungho Park, 31, a student in the business master’s program, said.

The shield in the background of the image was used to connect the core image and identity of the school, as well as to show the power of the teams on the court and playing field.

Many were concerned that the school was going to drop “Tuffy the Titan” from the school’s image; instead, the new image brings forth a new vision of the elephant that is here to stay.