03 / Brand identity
CSUSB Theatre
An expressive brandmark that brings the coyote mascot into the world of performance.
This academic identity concept reimagined CSUSB Theatre through a symbol rooted in both campus culture and the stage. The final mark merges a howling coyote with the silhouette of a theatrical mask, creating an emblem that stays recognizable across promotion, apparel, and department communications.
Brandmark development / concept exploration
From mascot to mark
Initial sketches explored ways to connect the coyote mascot with theatrical symbolism: masks, stage curtains, mountain forms, and more literal mascot illustrations.
Digital tests compared silhouettes and how the coyote and mask could relate. The front-facing and seated concepts made the theatre connection but lacked movement and a distinctive profile.
The final direction uses a howling coyote in profile with the mask built into its silhouette. The simplified form is more expressive and stays recognizable at any size.
Identity system / core elements
A mark made to perform
A primary lockup, a horizontal lockup, and the symbol on its own cover every format, from a poster headline to an embroidered cap.
Color palette
#253A96#000000#FFFFFF
Identity applications / promotion + merchandise
The identity in action
The Phantom Coyote extends across department promotion and merchandise, pairing a bold silhouette with the university’s established visual language. It holds up on large-format posters, apparel, and headwear while giving CSUSB Theatre an identity of its own.
