Spartan Edge Campaign Guidelines
The Spartan Edge Campaign
The Spartan Edge is SJSU’s institutional marketing campaign that brings our brand
to life through a clear, student-centered message: SJSU graduates leave with more
than a degree - they leave with an edge.
This campaign highlights the distinctive experiences that set Spartans apart, including career readiness, hands-on learning, and our location in the heart of Silicon Valley. Centered on four pillars — Academic and Research Excellence, Student Success, Culture, and Location — the creative showcases how San José State University empowers students to graduate with a unique edge only found at SJSU.
While The Spartan Edge aligns with the core SJSU brand, it has its own messaging framework, visual treatments, and usage guidelines designed for recruitment, storytelling, and high-impact marketing.
This campaign highlights the distinctive experiences that set Spartans apart, including career readiness, hands-on learning, and our location in the heart of Silicon Valley. Centered on four pillars — Academic and Research Excellence, Student Success, Culture, and Location — the creative showcases how San José State University empowers students to graduate with a unique edge only found at SJSU.
While The Spartan Edge aligns with the core SJSU brand, it has its own messaging framework, visual treatments, and usage guidelines designed for recruitment, storytelling, and high-impact marketing.
Spartan Edge Audience Overview
Spartan Edge Marketing Ecosystem
The Spartan Edge functions as a campaign platform, not a one-off message. We encourage all campus communicators to roll out this messaging consistently across their divisions. The campaign provides a flexible system that is expressed visually and in written formats and tailored to your specific audiences. See more:- Written messaging guidelines: see pages 7-13 in the Spartan Edge campaign guidelines below.
- Visual application guidelines: see pages 15-20 in the Spartan Edge campaign guidelines below.
If you are working with a designer or agency and need detailed design guidance please contact UMC and we can share detailed design information.
Spartan Edge Campaign Resources
The SJSU Brand Guidelines are the foundation and always apply. The Spartan Edge is a campaign layer that builds on the core brand, so all Spartan Edge materials must follow both sets of guidelines.
Use these guidelines in addition to the core SJSU brand standards when developing Spartan Edge materials. If you’re unsure which guidelines apply to your project, start with the SJSU Brand Style Guide or contact University Marketing and Communications for guidance.
