ASI approves new logo design

The new Associated Students, Inc. (ASI) logo was first revealed to all ASI staff members and student leaders at the ASI kickoff event held on Jan. 17. 

It was first inspired by a group of ASI graphic design interns who reached out to ASI with each of their own potential logo designs. From there, the ASI Marketing, Design and Public Relations team picked one of the designs and started the rebranding process. 

The ASI Marketing, Design and Public Relations team has been working progressively for over a year and a half in collaboration with the ASI executive director, CPP alumni and ASI administration. 

“I’m thrilled and proud of ASI’s new logo,” said Cathy Neale, associate director of marketing, design and public relations for ASI. “I love that Cal Poly Pomona’s new university colors are represented in our logo. The new logo is bold, modern and simple with undertones of cleverness. The best thing about our logo is that it was designed by Nikki Young (2019, graphic design), a student, as was our previous logo,” Neale said.

The new ASI logo will be featured in the ASI 2020 Elections, which will be held from March 9-12.

A student creating the new logo is an example of ASI’s motto of “students serving students.” At the ASI kickoff event, Young and the team introduced the new logo through a PowerPoint presentation. 

If one can define the logo in one word, it would be symbolic. Every line, every curvature and every decision made has a purpose and meaning behind it. The logo is composed of three rounded rectangles with a diagonal line running through it. The CPP alumna explained that the diagonal line represents exponential growth. The three rectangles represent the repetitive pattern of three-letter names. For example, “ASI” and “CPP.” 

Why change the logo? For the past 28 years, the ASI logo has always remained the same. In the past 30 years, the university has also gone through a lot of changes and ASI wanted the logo to also reflect that change. 

“We wanted something new, something fresh, something flexible and that is what ASI is,” said Lucy Yu, ASI hospitality student governor and third-year hospitality student. 

The ASI Marketing, Design and Public Relations Department is excited to incorporate the new logo on future CPP merchandise.
(Courtesy of Cathy Neale)

The team admits to working hard on creating a logo for students to love.

“It definitely took me a bit of time to adjust, but I really do like the logo,” said Pasindu Senaratne, ASI president and fourth-year business student. “I had a lot of time to look at it, but ultimately this logo is definitely the next step forward for ASI.”

Although the logo was revealed to the ASI staff members and students on Jan. 17, the ASI Board of Directors voted in favor of the new ASI logo with a vote of 9-0-0, counting votes in favor, against and abstaining, on Feb 26.  

After the approval of the logo, the ASI marketing department is excited for the future plans for the logo. The logo is still under progress to appear on CPP apparel and on campus.

“To complete our rebrand, ASI will be working on refreshing its mission statement and company values,” Neale said. 

For more updates on the logo and the story behind it, you can find information on the ASI website:

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