Golden State Today

As the school year begins, UC Berkeley has introduced new brand guidelines to align more closely with other University of California schools. This initiative aims to address the confusion stemming from the dual identities of UC Berkeley and Cal.

A survey revealed that over two-thirds of respondents believed UC Berkeley and Cal were different entities. This led to the formation of the Berkeley/Cal Identity Task Force in 2022, which collaborated with leaders and brand experts to unify these distinct identities.

The task force's recommendations are now being implemented across campus, including an updated visual toolkit and new editorial guidance. A new campus brand website has also been launched. Neil Freese, interim executive director for marketing & brand at UC Berkeley, discussed these changes with Berkeley News.

Freese explained: "The answer is that on the academic side of the house, we are UC Berkeley, while our Athletics name remains Cal." He noted that internal audiences value both names for different reasons—UC Berkeley signifies academic excellence, while Cal is associated with school spirit and heritage.

Freese emphasized a desire within the community to bridge the gap between academic and athletic identities without necessarily combining names. "We’re a community of people who want to feel connected to this campus," he said.

With a new chancellor, Rich Lyons, starting in July, there was an opportunity to align the brand refresh with his vision for the university. Freese highlighted Lyons' support as crucial in advancing efforts to connect UC Berkeley and Cal more deeply within the UC system.

The updated identity system includes flexible brand marks suitable for various contexts. The “B” monogram will continue as a social media icon for main campus channels and can be used where space is limited.

Freese concluded by noting that while guidelines have been set, it is now up to the community to creatively implement them. The university plans updates such as aligning Open Berkeley’s look with the new brand this fall and redesigning the campus homepage in spring.