Golden State Today

After more than 10 years, the campus is updating its brand’s visual identity to better communicate the connection between Berkeley and Cal. By Jason Pohl

Do you attend UC Berkeley or Cal? More than just a trick question, the brand identity for the world’s top public research university has long been a source of confusion for many. Even a quarter of Bay Area residents apparently don’t realize the two names are synonymous.

The campus last week began unveiling steps to alleviate some of this confusion. Efforts include adopting a new visual identity toolkit for both its academics and athletics, with common elements like a shared color palette and typography. The official “Berkeley Blue” color has been brightened to better match the saturation of “California Gold.” The Berkeley logo has been updated to be more legible and more closely match the styling of the Cal logo. The campus seal will be featured more prominently. A new social media icon has also been rolled out for the campus, featuring a “B” that matches the letter in the main Berkeley logo.

“These changes will allow us to better communicate the breadth of Berkeley’s excellence,” said Patrick Holmes, Berkeley’s executive director of communications and marketing. “We want people to know that the university with 26 Nobel Prize winners is the same university that has claimed 103 team national championships.”

Berkeley News spoke with Holmes about the rationale behind the refresh, addressing confusion between Cal and Berkeley, and what’s next for the rollout.

Patrick Holmes: "This all started with an effort I led to reexamine our dual identities as Berkeley and Cal. I co-chaired a task force with Vice Provost for Undergraduate Education Oliver O’Reilly, and we were charged with developing a name framework for the campus. We conducted extensive qualitative and quantitative research and consulted brand experts to ensure our decision-making was informed by data and best practices."

"The task force recommended that we adopt a unified campus brand strategy and other changes that required us to update our visual identity. With those recommendations in hand, we began a visual identity exploration to find ways to better align the two brands. This second phase of work was guided by the Brand Advisory Committee, a standing group that provides input on any changes to our brand guidelines."

"Well, first of all, the 'B' is not a logo. It’s just a social media icon. In fact, when the new guidelines are released, they will specify that the 'B monogram,' as we’re calling it, 'is only to be used in small spaces where the Berkeley logo would be hard to read.'"

"It’s common for brands — including other prestigious universities like Yale and Dartmouth — to use a letter from their name as their social media icon. Because the B monogram is simply from the Berkeley logo, it creates a clear visual connection between them."

"Most definitely. In fact, the new social media icon is probably one of least interesting parts of this whole effort. The Berkeley logo has been rerendered by widely respected typographer MCKL who worked with some of biggest brands you can think of."

"The Berkeley logo is based on custom typeface called University of California Old Style created by Frederic Goudy for University of California Press in 1930s. Typeface evolved over time moving from print to digital making it less legible in digital spaces."

"MCKL looked at original metal version typeface along with other Goudy works evolving logo complementing Cal Script working across digital print contexts."

"Growing up nearby Oregon felt good sense California universities brothers always watching college sports distinctly remember day brothers watching football game between Cal UCLA explained same university UC Berkeley thought too old not known basic fact."

"And since working here had exact scenario play out explaining numerous people met same institution so many people don’t know same university impetus work."

"Some say who cares why matter associations have Berkeley large research university think much smaller large liberal arts college primary reason because things associate large university especially sports school spirit associated Cal name get lost damaging reputation university."

"This bolstering reputation increasing value diplomas helps aligning visual assets colors graphics typography elements allows people make visual connections often aren’t conscious thought driving freeway see billboard Cal Athletics same look feel as brochure college fair better chance make connection whether realize or not certainly help people make connections still work continue find ways clarify part opens door opportunities put together logos work better appear part system easier form associations larger whole finishing touches finalizing school college department names look hope finish mid-summer start see use places expect gradual rollout take time update websites cycle printed material beauty won’t terribly confusing coexist clear evolution build existing equity next level."