Brand Style Guide & Visual Identity

Using the San José City College Brand

San José City College’s Brand Style Guide ensures that our logos, colors, fonts, and visual language are used consistently across all communications. A clear and unified brand helps our community recognize SJCC at a glance and reinforces our values of equity, opportunity, and social justice.

Use this page as a quick reference for day-to-day projects and download the full Brand Style Guide PDF for detailed specifications, examples, and additional resources.

Download the Full Brand Style Guide (PDF)

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College Name & Written References

• The proper spelling is San José City College, with the accent over the “e” in José in both title case and all caps (e.g., SAN JOSÉ CITY COLLEGE).
• First reference in body text should use the full name: San José City College.
• Acceptable second references include: San José City, SJCC, and city college (lowercase “city college” when used alone).

Logos & Official Seal

• Use the block logo for outreach, promotional, and marketing materials (e.g., flyers, social media graphics, web banners).
• Reserve the official seal for formal and ceremonial uses such as diplomas, certificates, podiums, flags, and official banners.
• Do not crowd logos with other text or graphics. Leave clear space around each mark to maintain visibility and legibility.
• Use only approved logo files from Outreach & Marketing. Retired logos (classic logo, classic logo refresh, centennial logo) should not be used.

Color Palette

Use the official SJCC colors consistently across print and digital projects to strengthen brand recognition.

• Primary Purple: PMS 2695C — HEX #2F1A45
• Accent Gold: PMS 123C — HEX #FFC627
• Slate Gray: PMS 375C — HEX #545759
• Secondary Purple (Jaguar/Athletics): PMS 7669C — HEX #635D9B

For web and digital design, always use the HEX values listed above. For print projects, use the PMS or CMYK values provided in the full Brand Style Guide.

Typography

• Primary Display Typeface: Bebas Neue
• Secondary Display Typeface: Montserrat
• Athletics Typeface: NCAA athletics fonts as specified in the guide.
• Email Signatures: Calibri (Name 14 pt bold; body text 12 pt regular) with the SJCC wordmark styled in dark purple and accent yellow.

Using these fonts consistently supports a cohesive, modern, and accessible visual identity across print, web, and digital communications.

Athletics & Jaguar Logos

• Use the Jaguar Athletics logo to promote SJCC athletics programs, on uniforms, athletic apparel, and athletics-related communications.
• Use approved athletics color combinations (purple, gold, secondary purple, and gray) as outlined in the Brand Style Guide.
• The vintage Jaguar logo may be used for historical, commemorative, or special athletics promotions where a retro look is desired.

Digital Assets & Templates

• Official Zoom backgrounds, social media templates, and other branded assets are available for download from Outreach & Marketing.
• Use these templates whenever possible to keep digital communications on-brand and accessible.
• If you need a new template or are unsure which logo or colors to use, contact the Marketing & Public Relations team for guidance.

Questions & Support

The Marketing & Public Relations team is here to help you keep your projects on-brand. If you have questions about logo usage, color choices, typography, or how to apply the style guide to a specific project, please reach out to Outreach & Marketing for support.

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