The primary objective of having a brand architecture system is to provide clarity about the Berkeley brand and to help standardize its application. We’ve strategically evolved the university’s identity mark system for a more cohesive image and experience, and we’ve created functional guidelines for developing logo lockups and other visual applications.
A lockup is a design that visually indicates the relationship between your unit and the larger university brand. Rather than creating a unique “logo” for your unit—which leads to confusion and a diluted brand image—use this brand architecture system to “lock up” your unit with the Berkeley logo. All unit lockups must be approved by the Office of Communications & Public Affairs. We can also consult on or create your lockups for you. Email your lockups or questions to us at brand@berkeley.edu.
We’ve created a system that:
-
Looks uniform across all the institution’s diverse entities.
-
Helps schools, colleges and units create lockups that clearly identify their relationship with the university.
-
Works flexibly with various applications and size constraints.
-
Allows for multiple layers of information.
-
Shows how more independent entities relate to the university
Not all departmental programs or activities should have a branded logo or lockup. There are cases when having a branded lockup is detrimental to the greater university brand.
Master brand
The Berkeley logo is our main identifying element: the singular expression of the university’s mission, brand positioning and personality. It represents our brand at the highest level.
Primary sub-brands
These core entities directly support and further the university’s mission and positioning. They must always be deliberately and consistently tied to the Berkeley wordmark to reinforce the master brand. There are two categories of primary sub-brands: academic and administrative. Both categories use the same lockup structure with the Berkeley logo, and both have formal and informal versions. For legibility and simplicity, the University of California endorser line does not appear in our sub-brand lockups.
Academic colleges and schools
Examples include:
College of Letters & Science
School of Social Welfare
College of Environmental Design
College of Chemistry
College of Engineering
School of Optometry
College of Natural Resources
School of Information
Graduate School of Education
School of Law
Haas School of Business
School of Journalism
School of Public Health
Goldman School of Public Policy
Administrative offices, divisions and initiatives
Examples include:
Office of the Chancellor
Executive Vice Chancellor & Provost
Graduate Division
UC Berkeley Extension
Vice Chancellor of Administration and Finance
Equity & Inclusion
Real Estate
Research
Student Affairs
Undergraduate Education
University Development and Alumni Relations
Berkeley Library Arts + Design
Formal lockup
Our formal lockups always use the full name of our primary sub-brand entities, including the descriptor “College of” or “Office of.” These lockups are always set on two lines for consistency. Line breaks should occur after the descriptor, except in cases of names longer than five words. The names should break in the most appropriate spot to balance the length of the two lines. Note that some entities, such as Research, will not have a formal version.
Use formal lockups:
-
On formal invitations
-
On diplomas and official documents
Informal lockup
Informal lockups pair the more commonly used name of the primary sub-brand with the Berkeley logo. These lockups represent how most entities are referred to in conversation. These lockups are usually one line, but may break to two lines when the name exceeds 20 characters. Note that some entities, such as the Office of the Chancellor, will not have an informal version.
Use informal lockups:
-
On web headers
-
On promotional collateral and advertising
-
On informal event flyers and invitations
Secondary sub-brands
These entities directly align with a single academic college or school, or with a non-academic division or office, to further the university’s mission. They exist to expand on the work of the primary sub-brand they’re affiliated with. There are two categories of primary sub-brands: academic and nonacademic. Both categories use the same lockup structure. For legibility and simplicity, the University of California endorser line does not appear in our sub-brand lockups. Omit primary sub-brand endorser line for web header applications.
Academic departments
Academic departments are aligned with a single college or school. They exist to support both the university’s mission and the work of the college or school that contains them.
Examples include:
Architecture
Urban Design
Department of Chemistry
Department of Chemistry & Biomolecular Engineering
English
Rhetoric
Astronomy
Molecular & Cell Biology
Theatre, Dance, and Performance Studies
Charles & Louise Travers Department of Political Studies
Forestry & Natural Resources
Information and Data Science
Non-academic departments, programs, and units
Non-academic departments, programs and units are aligned with a single division or office. They exist as a further extension of the division or office that contains them.
Examples include:
Human Resources
Information Technology
Office of Sustainability
Gender Equity Resource Center
Multicultural Education Program
American Cultures
Ombuds for Students and Postdoctoral Candidates
Berkeley Study Abroad
Center for Teaching & Learning
Intercollegiate Athletics
Budget & Finance
Campus Shared Services
Supply Chain Management
Communications & Public Affairs
Undergraduate Admissions
Office of the Registrar
Bioscience and Natural Resources Library
Sub-brand lockup
Sub-brand lockups features an "endorser line," which indicates the unit's affiliation with its parent unit.
Units with longer names have the option of using a two-line version of the sub-brand lockup. This version of the lockup should used sparingly — only in cases where space is limited.
Named schools
Named schools can utilize one of three lockup styles:
- Sub-brand lockup with donor name listed in the entity line and the unit name listed in the endorser line
- Sub-brand lockup with unit name listed in the entity line and the donor name listed in the endorser line
- Formal lockup with donor name and unit name integrated
Collaborations and partnerships
Collaborations and partnerships enhance the university’s reputation while elevating its reach. They’re not tied to one specific primary sub-brand or secondary unit. Instead, they have their own equity and distinct missions, and can focus on a slightly different audience. Collaborations and partnerships can exist between internal entities, between campuses, or with external partners. For legibility and simplicity, the University of California endorser line does not appear in internal interdisciplinary lockups. External partners and multi-campus collaborations must use the full Berkeley logo, including the endorser line.
Centers, institutes, programs, and interdisciplinary units
Examples include:
Berkeley Food Institute
UC Berkeley Cancer Research Laboratory
Center for Race and Gender
Center for the Study of Sexual Culture
The Center for Child and Youth Policy
Center for Environmental Design
Fung Institute for Engineering Leadership
Center for Responsible Business
Jacobs Institute for Design Innovation
Center for Long-Term Cybersecurity
Center on Civility & Democratic Engagement
Blum Center for Developing Economies
Bakar Fellows Program
Institute of International Studies
Robert D. Burch Center for Tax Policy and Public Finance
Center for Science, Technology, Medicine & Society
Auxiliary units
Auxiliary units are external and multi-campus affiliations that promote the world-class reputation of the university with a broader reach. These affiliations may have their own equity and unique audiences outside the university.
Examples include:
California Institute for Quantitative Biosciences
Joint BioEnergy Institute
Berkeley Population Center
Chief Justice Earl Warren Institute on Law and Social Policy
Institute of Personality & Social Research
The Lawrence Hall of Science
The Magnes Collection of Jewish Art and Life
Phoebe A. Hearst Museum of Anthropology
Berkeley Art Museum and Pacific Film Archive
Co-branded interdisciplinary collaborations
Rather than having two or more lockups next to each other, partnerships of two or more internal departments or units may use this hybrid lockup structure. This reduces redundant lockups and simplifies the visual representation.
Color
Logo lockups can be used in one of four color combinations.
One-color lockup options are as follows:
- Berkeley Blue on white
- White on Berkeley Blue
- Berkeley Blue on California Gold
For situations where you need a two-color lockup, the Berkeley wordmark should be set in California Gold with the unit name in white on a background of Berkeley Blue.
