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Brand Attributes

In 1932, a group of students picked blue and orange as the school colors and the Bronco as the mascot. Boise State’s heritage and tradition ring true today. The B logo as the new University signature mark represents the future, forward-moving direction of the university.

The mark also is designed to stand for a series of brand attributes that bubbled to the top from market research. The B symbolizes these personality traits:

  • Adventurous
  • Character
  • Community
  • Creative
  • Distinctive
  • Innovative
  • Inquisitive
  • Relentless
  • Respectful
  • Strong
  • Tenacious
  • Transformative

The Boise State Brand Standards establish consistent use of typography, colors and logos. Together, these elements provide instant recognition while conveying a sense of Boise State’s character and style — the Boise State brand. A comprehensive identity program maintains the integrity of the Boise State brand and promotes maximum recognition and awareness of Boise State University.

The Boise State Brand Standards set out in this website have been developed to enable all university departments, centers, programs and university-sanctioned organizations to consistently represent Boise State in all formal and informal communications, advertising and marketing, and other promotional materials.

Attached is a summary of the visual identity of Boise State.  For more details on the university’s visual identity, please contact or review Boise State’s Visual Identity Summary (PDF).