Brand Guidelinesbrand.berkeley.eduPUBLISHED BY Office of Communications & Public AffairsUniversity of California, Berkeleypublicaffairs.berkeley.eduJanuary 2013Dear campus communications colleagues:UC Berkeley remains at the forefront of higher education, consistently ranked in the top tier of global research and teaching universities. As a world-renowned public research and teaching university, we remain committed to our vision of access and excellence, teaching and research, and public service.Over the last year, we have overseen an effort to strengthen the campus communications strategy and to develop tools and resources designed to assist us all in conveying a forward-looking story about Berkeley’s mission and impact. The effort included three main components which are now part of a set of materials available for your use. The first contains a core set of messages and themes that reflect interviews with numerous stakeholders about their views of and aspirations for Berkeley. The next is a visual library that highlights the essence of our vibrant and diverse community and relies heavily on images of people. Last is a set of resources and guidelines designed to promote visual consistency in communications across campus, while allowing for broad flexibility.We are pleased to have sponsored this project that brings new focus and energy to our great institution’s communications, and look forward to invigorating our collective efforts to tell the world about our one-of-a-kind institution. Robert J. Birgeneau ChancellorGeorge Breslauer Executive Vice Chancellor and ProvostJohn Wilton Vice Chancellor, Administration and FinanceTable of ContentsIntroduction 2 Who Is This Book For? 4 What Will This Book Help Berkeley Do? 5 How Should This Book Be Used? 6Telling Our Story 7 What Went Into This Book? 8 What Is Positioning? 9 Positioning Statement 10 How Positioning Applies 11 Guidance for Individual Colleges, Schools & Departments 12 Our Creative Platform 13 Crafting Content 15 Creative Brief 21Our Logo, Seal & Spirit Mark 22 Our Logo 23 Primary Usage 25 Secondary Usage/Limited-Use Logo 27 Size & Clear Space 28 Partnerships & Logos 29 Placement 30 Improper Usage 31 Logo Usage 32 Sample Lockups 33 Our Seal 35 Our Name 38 Cal Brand Guidelines / Spirit Mark 39 Color 40 Our Color Palette 41 Using Color 49Typography 61 Freight Family 63 Using Type 67 Type Spectrum 68 Sample Settings 69Photography 75 Overview 77 Topical Photography 78 Cultural Photography 80 Historical Photography 82 Using Photography 84Graphic Elements 87 Overview 89 Structural Elements 90 Apertures 94 Tessellations 98 Prisms 102Guidelines in Practice 106 Publications 108 Posters 115 Pocket Folders 117 Digital 123IntroductionINTRODUCTION3UC Berkeley is recognized and ranked as the greatest public university in the world. We have been opening minds since 1868, and our core values of tolerance...
