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Tuffy the Titan gets pink slip from Cal State Fullerton
August 27th, 2009, 5:00 am · 73 Comments · posted by Gary Robbins, science writer-editor
An elephant-themed logo produced by CSUF.
For almost half a century, the elephant has been the official mascot of Cal State Fullerton — a decision that arose from the days when the campus held a delightfully goofy intercollegiate elephant race. The mascot came to be known as Tuffy the Titan, and in addition to being a symbol of campus sports, the elephant evolved into one of the logos the university used to promote itself.
Well, those days are over. As the student newspaper, The Daily Titan, recently reported the university decided to change its “visual identity” (an identify crisis?), and switched to a new logo/symbol/emblem array, shown below.
“Some of you know that a competing concept for our visual identity was an update to our current logo, which features the elephant or “Titan” image,” President Milton Gordon wrote in an explanation last May. (We’re a little behind the curve on this story). ” The Titan elephant will remain as the university mascot and visual representations will continue primarily in the athletics program.”
But that also means that Tuffy has largely been relegated to the sports sidelines and won’t be used as the official identification of the university. (Tuffy could not be reached for comment.)
The new logo isn’t terribly different than some local government seals. Here are the seals of the County of Orange and the City of Anaheim. 
So, why did the campus get tough with Tuffy? Especially since many liked the seal? President Milton explained it this way. (You can render your verdict in the voting box above and Comments section below.)
“Because an organization’s visual identity is a core creative expression, we have also assessed our current logo and seal as part of this effort. Recently, concepts for revisions to our visual identity have been discussed with multiple constituencies both on and off campus. Based on their cumulative feedback, I have approved a new visual identity for our university that features a consistent graphic element present in the logo, seal and CSUF emblem.
“The tree stands as a symbol of academic and personal growth, knowledge, and transformation. The orange tree recalls our past, our presence in Orange County, and the campus orange grove origins. The mountain imagery, inspired by the ranges to the north and east, helps define our place in the world, while also representing strength and permanence. The sun rays convey vision, optimism, and confidence in the future. We believe these images together help communicate the qualities and values of California State University Fullerton.”
We’ll let you be the judge of that. Tell us in the Comments section what you think the university’s seal/logo/emblem should be.
Bye Tuffy. We hardly knew 'ye.
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73 Comments
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As a CSUF alumni I have to say- the new logos are kind of dull compared to the elephant.
The new logo is totally LAME!
Geezer -Dude ! Cal. State Fullerton is LAME-it’s a fit.
Don’t like the new logo but can see why CSUF is changing it. What other universities have an animal in their logo (other than for sports)?
Actually, they say elephants “never forget” so that kind of ties in with higher learning, yes?
and..the Elephant ’sTurd is a good representation of what Cal-Fullerton produces.
Meh. Just one more thing to hurt alumi relations.
i believe that the logo should remain the same its been that way for a very long and is part of the school.
NEW LOGO IS CRUMBY!
Elephants are more intelligent than most other animals, have great memories, work tirelessly and show great compassion to humans. What’s not to like and as a symbol of a college, how appropriate. Seems like having a tradition or sense of history is for wont in CA. Politically correctness rules the day. What a shame.
C’mon Gary-tell us the TRUTH! The real reason Tuffy was “cut loose” was that Orly Taitz has issues with his citizenship . . .
this is no good. i miss my elephant. bring Tuffy back!
BORING!
When the university was asking for feedback on this logo it also had a second logo that centered around Tuffy. It was my preference over the church logo above.
Geez, with the severe budget cuts, faculty and student frustrations, I would hope the president’s office has more pressing issues to attend to…
As a CSUF Alumni, I am saddened to see Tuffy go. I always thought it was a goofy mascot, but it was OUR MASCOT….. All this will do is incur additional costs by having to change EVERYTHING that has the CSUF logo on it. I thought California was in a budget crisis? Well when they raise YOUR taxes, this will be one of 1,000 reasons why.
One more sign of the waning influence of the republicans, I guess
Geez Bill get a grip; education is swarming with liberals!
wow, looks just like Pitzer College’s logo
wtf? Tuffy IS CSUF. this is bullsh|t
Little Stanford? Stanford Lite? CSUF like a tree - full of birds, subject to lightning strikes and urinated upon by every dog that passes?
Somebody actually took the time to think this out?! What a waste of time …
“The tree stands as a symbol of academic and personal growth, knowledge, and transformation. The orange tree recalls our past, our presence in Orange County, and the campus orange grove origins. The mountain imagery, inspired by the ranges to the north and east, helps define our place in the world, while also representing strength and permanence. The sun rays convey vision, optimism, and confidence in the future. We believe these images together help communicate the qualities and values of California State University Fullerton”
Uhm, there are hardly any real Orange Groves left in “Orange” County. That’s nice that you pointed out how progress paved over what named this county. Half of the time you can’t see those mountain ranges, maybe we replaced too many Orange Groves like you did with Tuffy, or we’d have less smog. Sun rays these days usually convey malignant melanoma, not vision, optimism, nor confidence in the future (nice lay offs and class cancelling, btw, REALLY confident in you now). So those images together help communicate the qualities of Destruction, Smog, and Cancer ? lol……. awesome… well thought out.
It’s hard to accept change when this college means so much to local alumni…especially when the Titan represented the mascot, and now the tree apparently ha a lot of menaing that only you’ll know about if you read the whole mission of the logo change! It’s a college, not a city or County as shown in the exaples.
Stupid! Yay, we used to have orange groves. Yay, we’re near mountains. SO WHAT? What other college has a history of elephant races??? This is just totally unnecessary and, like Dr. Lisa said, a waste of valuable time. I also like FedUp’s point that elephants “never forget.” Dr. Milton, this was a bad decision. “Confidence in the future” relies on pride in your past.
It’s so cliche to use geographic references (mountains, trees, sun). It looks like another city logo. While I think a “rebranding” was overdue, it’s a shame that they couldn’t incorporate Tuffy the Titan in some way. As a graduate of the graphic design program, I’m sure there are many talented students on campus who could have done so.
Maybe Tuffy fertilized the tree…
Wow, a tree. Underwhelming. So what was it? a contest to find the one thing less exciting than an elephant? Yeah, when I think of environmental giants, I think of CSUF! The many tall buildings, poorly kept sidewalks and landscaping, crappy food, morning/afternoon traffic and massive parking garages. Since it’s a commuter school, how about showing a logo with a line of cars going to Cal State - Parking Garage? and a new moto? “CSUF, a Very Practical Commuter School”. Sorry, picking a tree for your logo is kind of like giving yourself a nickname like “Stud” or “Rocky”. You just can’t do it. You have to live it and have someone else pick it for you. All kidding aside, CSUF provides a good education and a cost (time and money) that many of us were limited to (Masters in 1976). So does this mean that we only see Tuffy in the spring when the baseball team does well? May make those Tuffy t-shirts an investment. O.K. now lets go pick on those poor kids struggling at Chapman, freshmen checking in, needed Dr. Phil’s services, running in undies, undertaking studies of the stress levels of surfers, all that really, really hard stuff.
As a former CSUF student, I’m offended!! A tree?!? Ooooh, that’s so…. kumbayah!!! So unsexy!!! So unmemorable!!! Bring Tuffy back!!!
Not a big deal
The Cal State University President is an idiot! Why in God’s name would you change Mascot? That is history. That is what the university is all about. On the East coast, where the real educated people live, we don’t do these foolish things. Unbelievable they would change it…
Tony Toma: Drop the personal insults. You can make your point without being rude.
Tony Toma
Go back to the East coast.
Little Stanford? Stanford LIte? CSUF like a Tree - Full of birds, subject to lightning strikes and visted by every passing dog.
PETA must have threatened a lawsuit.
Why else would the university elect to spend millions of dollars replacing everything with a logo, when classes are being cancelled, tuition is going up, and funding from the state is being cut.
As a graduate of CSUF, I’m extremely disappointed with their decision.
I wonder if this has anything with them wanting to not associate themselves with Republicans?
I agree, with the budget cuts they are facing, why spend money on changing all their logos………..annoying.
What a total waste of time and money for the university to be worrying about a dumb logo in this financial times. They are no better than our goverment.
As a CSUF Alumni and cheerleader, I have to wonder….are they going to have a tree mascot running around the games getting the crowds amped? Yeah cuz that will get me excited. I think Milton’s done his time and he needs to move on and/or focus on more important things than changing the logo!!!
see: Stanford, for that answer.
Tuffy could totally uproot that tree with his trunk…game over!!! Tuffy wins!!!
the elephant was silly. leave it for the athletic department.
the old logo looks like it’s for the San Diego Zoo.
Tuition prices rising, less parking, and furloughed teachers…yet they have time for this non-sense…Go Tuffy, I mean mini tree
TO: Room-monitor Gary, a little heavy handed there. Tony’s comment wasn’t really all that bad, it did not include profanity but clearly let us know how Tony feels about the CSUF President’s decision . It’s not like we all thought Tony actually had some inside knowledge about the CSUF Presidents I.Q. level. TO: Tony Toma, to keep Gary happy, next time say, as an example, “‘I think’ the Cal State University President is … . That way your comment is recognized as opinion, not fact.
Suggestion: Do you understand that when a reader starts insulting other people they immediately lose credibility and cause people to tune out? And that it’s not necessary to be insulting? Simply state your point of view.
I understand that when a professional writer fails to manage basic number agreement in a sentence, he loses credibility with me.
“When a reader starts insulting other people, he or she immediately loses credibility and causes people to tune out.”
As an alumnus, Tuffy was tuff as nails, first it was the area code change of CSUF…lost major part of identity, now Tuffy has been 86ed, what gives, Milton. Maybe your visions are to old and we need new fresh and younger visions???
As a CSUF student paying outrages fees, im glad to see the university has enough money to develop a new logo. BRING TUFFY BACK!!!
With all the state budget problems, they change a logo that will require lots o’ money to update paperwork, etc. Makes no sense. Tuffy had charm.
BRING BACK TUFFY. PUT IT TO A VOTE!!!!!!!
it will cost a lot to do this. they have cut classes already. makes NO sense. and the logo is weak
Tuffy the Titan gets pink slip from Cal State Fullerton….
“Tuffy could not be reached for comment.” - as stated by the OC Register.
Well…. I didn’t receive any emails or phone calls from them. They must not have tried hard enough. LOL
It’ll be okay everyone…. Maybe I can get a job at Disney. I heard Dumbo might need an understudy. 8 )
btw…. add me….
www,facebook.com/TuffyTitan
http://www.myspace.com/TuffyTitan
I’m glad that in times of a state wide economic crisis Uncle Milton Coconut Head Gordon decides to spend, I mean waste money on a new logo. Smart move!!!
there a new athletic logo coming out….dont worry about the crest….its new but its original….everyone will accept it…..
As an alumna I feel the new “identity” is a step in the wrong direction. It doesn’t say anything about the history of the university. Mountains? I’m pretty sure the hilly portion of State College Blvd leading up to Bastanchury does not look like the majestic mountains depicted here. My biggest qualm is with the rays of sunshine. I feel the university is going to either 1. sell me insurance, or 2. save my soul.
Better start scooping up everything with the elephant logo!
I agree with those assessments. they could have tried a little harder, instead of a generic “mountain” which doesn’t really represent anything to do with Fullerton or the university. but at least the tree is the main emphasis not a mountain.
still it looks like maybe it should be the logo of Cal State San Bernadino or something (which really does have actual mountains prominently nearby).
While pretty, the new logo looks like a whole bunch of similar logos I have seen, from government to tree services. The previous logo wasn’t broken; why did someone feel it needed to be fixed?
“I don’t like the new logo but can see why CSUF is changing it. What other universities have an animal in their logo (other than for sports)?”
Um….I think the most obvious local example would be UC Irvine. Hopefully they won’t be replacing the beloved anteater anytime soon with say…a shrub.
Hmmnn….I just looked at UCI’s homepage. Their logo looks like some type of seal. I know the anteater is their mascot but its not in their logo!
just about all the UC campuses have the UC seal (the symbol, not the animal) incorporated into their logo I believe. though a quick check of UC Riverside seems their primary “logo” is just a wordmark with a sideways sun peeking out of in the R. weird.
but anyway, CSU seems more independent as far as their official logos.
I PROTEST….NONONONONONONONONO…FOREVER NO
Seriously, who cares? Cal State Fullerton has about as much school spirit as Fullerton Junior College or Cypress College. They don’t need a mascot.
Fullerton College
Ummm, Fullerton College has a mascot, the Hornet.
The new logo doesn’t make one think of Fullerton, looks like it belongs to Dominguez Hills or something. Bring back the elephant! Or maybe a picture of one its buildings or something (see Fullerton College’s current logo of the Library Learning Resource Center)
As an alum, I am intrigued by the “organization’s visual identity”. Who is the focus of CSUF? The students and their education? Or the “brand” the administration is looking for? It reminds me of the Angels. They can try to brand them as the Los Angeles Angels of Anaheim all they want, but in the end it is the LOCAL fans buying tickets who will always call them the Angels of Anaheim. Perhaps CSUF can save money and keep things the way they are. Going for the tree look will not make the LOCAL students happy who, by the way, pay the tuition and graduate to become LOCAL homeowners paying taxes and voting to keep the school as it is. GO TUFFY!
As graphic design alumni of CSUF, I was disappointed with my education there, and seeing these “new” logos disappoints me even more!
I find it interesting that with all of CSUF’s budget woes they can afford to change every form, business card, and logo on the campus. Perhaps this change should have waited until the university was solvent?
It’s a sure sign of a clueless and dysfunctional administration that, in these difficult times in education, that they choose this kind of meaningless, superficial action and treat it as if it is some profoundly meaningful gesture. Leave the traditional logo alone and save yourselves the money that you will now need to spend on stationery, business cards, etc., and put the funds where they belong…into programs that serve your student body.
It is really disappointing considering the budget crisis and employees suffering furloughs and looking at losing their homes. You shouldn’t make these types of decisions in the midst of a budget crisis; the cost alone to reprint paper products has got to be astronomical. Irresponsible
Wonder how many classes were cancelled to pay for the logo change?
the only thing original or interesting about this college was the elephant. College, hummmm really. More like 4 (or 6) more years of high school before they begin their careers at walmart or the lucky ones marry a Dockers salesman and land a role on “housewives of OC”. Bored in the OC :)P