Name & Naming Conventions
A university's name is one of its most visible brand assets, and like any asset, it requires clear guidelines to be used effectively. Most universities are known by more than one name – a full legal name, a common abbreviation, a colloquial nickname, or a shorthand used in athletics and media. Each of these forms serves a different purpose depending on the context and audience. Naming conventions establish the rules for when and how each form should be used, ensuring that every reference to the university, regardless of format or setting, contributes to a coherent and recognizable identity.
Naming Hierarchy
California Baptist University is known by several names — California Baptist University, CBU, Cal Baptist, and California Baptist. Each name has organically emerged across different contexts, audiences and channels over time. Rather than treating this variety as inconsistency, the following guidelines recognize each name form as a legitimate part of our identity and establish a clear framework for when each is most appropriate. By understanding which name to use and when, communicators, designers, athletes, licensees and partners can all speak about the university in a way that feels right for the context while still contributing to a unified and recognizable brand.
The following naming conventions are organized as a tiered framework, a simple hierarchy that ranks each name form by its level of formality and defines the contexts in which it is most appropriate. Think of it less as a set of restrictions and more as a practical guide: the right name for the right moment.
| Name Form | Standing | Notes |
|---|---|---|
| California Baptist University | Full legal name | Required in formal, legal and academic contexts |
| CBU | Primary brand name | Preferred in most marketing, digital and conversational use |
| Cal Baptist | Recognized colloquial name | Acceptable in digital, social and awareness-stage contexts |
| California Baptist | Abbreviated form | Used in athletics contexts and broadcast |
Tier 1 - Full Legal Name: California Baptist University
“California Baptist University” may be used for any occasion, but must be used for formal, legal, and official contexts: accreditation documents, official correspondence, diplomas, press releases, formal event signage and first reference in editorial copy.
Tier 2 - Primary Brand Name: CBU
“CBU” is the workhorse abbreviation – used broadly across advertising, marketing materials, social media, digital, merchandise, apparel, internal communications, second and subsequent references in editorial copy.
Tier 3 - Recognized Colloquial Name: Cal Baptist
The name that is embedded in our culture — it’s a part of our website / email , primary social media handles and how media and students refers to us casually. Usage should be limited to informal contexts and does not replace CBU as the primary brand name. It extends awareness and drives recognition back to CBU.
Abbreviated Form: California Baptist
Omission of the word “University” from our full legal name is permitted when the following contextual rules are followed:
Omit it in:
Athletic contexts (“California Baptist Basketball,” broadcast chyrons, jerseys, scoreboards, etc.
Apparel and merchandise
Social media usernames and handles
Informal marketing and digital advertising
Student-facing content and campus culture
Keep it in:
Academic and institutional communications
Graduate and professional program marketing (where the word “University” signals credibility)
Legal documents and formal publications
When speaking to audiences who may not yet know CBU is a university