Resources
FAQ
Frequently asked questions
Below are some frequently asked questions about the UC Berkeley brand refresh. If you have a question that is not answered here, please contact us at [email protected].
The university has two distinct identities for academics and athletics, including separate logos, color palettes, typography and graphic elements, and guidelines that prevent the connection of the two identities and that restrict the use of Cal and “bears” for non-Intercollegiate Athletics units. This has led to a lack of understanding of the institution’s breadth, independent associations formed with each name, and a hampered sense of belonging and inclusion on campus.
These changes aim to better communicate the breadth of UC Berkeley’s excellence while continuing to honor Cal as an important part of the university’s identity and history.
These brand changes result from a nearly two-year process that concluded in spring 2024. The first phase of the rollout in May 2024 was chosen based on the academic calendar to minimize disruption and confusion and to allows the new visual identity to be used throughout the 2024-2025 admissions cycle and in other key communications timed with the academic year.
The signature system that defines how school, college and department names will be displayed next to the UC Berkeley logo is has been finalized. Units can request a logo lockup through this website by navigating to Visual Identity > Signature System. Units will be provided a generous timeline for implementing these changes according to what works best for their specific needs.
UC Berkeley was founded as the University of California in 1868. In 1952, the Regents reorganized the university into a system of semi-autonomous campuses. While UC Berkeley has held on to traditions stemming from the first 84 years of its history, including the use of the names California and Cal in athletics and school spirit contexts, the University of California is now a 10-campus university system of which UC Berkeley is one part.
UC Berkeley and UCLA share U.S News and World Report’s #1 public university ranking. Eight of the 10 campuses are members of the distinguished Association of American Universities. No other university system has this distinction.
Over the years, the flagship’s reputation for academic prestige has shifted to be more closely aligned with the UC Berkeley identity. Research found that people are 2 to 3 times more likely to associate UC Berkeley with excellence across several traits associated with universities than Cal.
No. The Cal logo is unchanged, preserving its rich history and tradition.
No. “Fight for California” remains our fight song. Cal and California remain an important part of our identity and traditions.
The new social media icon is the first letter of the UC Berkeley logo, creating a clear visual connection between the two. The B monogram is only intended for small spaces where the UC Berkeley logo would be hard to read. The new social media icon is not a logo and does not replace the UC Berkeley or Cal logos.
UC Berkeley is the primary identity of the university. Using “Cal” or “C,” which is the identity for athletics, as a shorthand for “UC Berkeley” would be confusing and further dilute the university’s brand and reputation. The new visual identity and brand guidelines are designed to strengthen ties between the UC Berkeley and Cal identities in other ways.
Bk is the symbol for the 97th element, Berkelium. While first produced in 1949 at UC Berkeley, the element is named after the city of Berkeley. The symbol was previously allowed for use as a social media icon but we have since found that it contributes to further brand confusion.
The seal is highly intricate and becomes indiscernible at small sizes, such as when used as a social media icon. Furthermore, the seal is a shared asset across the entire UC system, with minor changes for each campus. For these reasons, the seal is not the most distinguishing element as a social media icon. Instead, the new guidelines expand the use of the seal in new and exciting ways that allow its beauty to be fully showcased.
The B monogram, while new now, has a clear visual connection to the UC Berkeley logo and the academic prestige associated with the university. It is common for highly-regarded brands to use an initial from their name as their social media icon. Some notable examples include The New York Times, Dartmouth, and Yale.