ASI Brand


After 28 years, we are happy to present our new logo, representing the foundation ASI provides students, the connection between students and the Cal Poly Pomona campus, and the growth of our everchanging organization.

The Creative Process

Nikki Young—former student-graphic designer for ASI’s marketing department— shares the creative process of the logo redesign team, and the artistic development of the new ASI logo.


Associated Students Inc. logo 1963-1976

ASI was founded in 1963 and was known as associated students or Associated student body, otherwise known as ASB. This logo isn’t much beyond ASI’s name, but it really laid the framework for ASI to become what it is today.

Associated Students Inc. logo 1976-1989

From 1976-1989, ASI featured an abstract logo incorporating more artistic elements.

Associated Students Inc. logo 1989-1991

In 1989, ASI introduced “Students working for students” and a logo that isn’t too far off from the logo introduced in 1991.

Associated Students Inc. logo 1991-2019

Finally, in 1991, a student created the logo that would be used for the next 28 years.

Associated Students Inc. logo 2019-2020

In 2019, ASI made slight modifications to the previous logo to fix reproduction issues, such as embroidery, screen printing, and any cases in which the logo needed to be scaled smaller than three inches.

Final Stages of Timeline

Jan. 17, 2020 – The logo redesign was presented to all ASI student-staff, student leaders, and professional staff at ASI’s Spring Training.

  • During the text-in poll at Spring Training, 93% responded positive to the logo; 7% responded negative.
  • Everyone at Spring Training had the opportunity to email feedback to ASI’s marketing team.

Jan. 24, 2020 – Only four emails were submitted; two emails were logo usage inquiries, two provided constructive feedback.

Jan. 30, 2020 – ASI Board of Directors (BOD) were presented the results of the text-in poll from Spring Training and the results of the four email responses as an informational item at the BOD meeting. The Board was to vote on the logo redesign at their next meeting.

Feb. 6, 2020 – The ASI BOD voted in favor for the new ASI logo 9-0-0.


ASI is excited to share the many applications of the new logo, which will allow for a wide selection of giveaways due to the simplified design and clean aesthetic. Here is a preview of the many possibilities with the new logo.

Various ASI logo merch - sweaters, hat, backpack, bottle

Various ASI logo merch - bottle, pin, stationary

ASICPP Graphic Standards Manual Download

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