CUMU Conference 2019

Cal State LA’s identity as an anchor institution is woven throughout its logos, symbols, taglines, videos, stories, and messages. Incorporating the anchor mission narrative into these various forms of representation helps shape, reflect, and reinforce the university’s anchor identity.

Central to Cal State LA’s branding and identity building is its relationship to its community: 83% of students come from Los Angeles, including 75% from within a 14-mile radius of the campus. Roughly 70% of alumni reside in Los Angeles. The university’s main logo consists of a shield depicting the city’s skyline, with high-rises ascending upward meant to invoke a limitless future

A foundational idea has been the consistent, university-wide application of messaging emphasizing community and student success. University President William A. Covino launched the effort with his focus on “engagement, service, and the public good.” More recently, messaging has incorporated the tagline “Cal State LA is ranked number one in the United States for the upward mobility of its students.” Place helps brand the university’s first comprehensive fundraising campaign, We Are LA: The Campaign for Cal State LA.

We propose a Lightning Presentation on the impact of place branding on the mission of anchor institutions.