Brand.berkeley
BrandGuidelinesbrand.berkeley.edu
PUBLISHED BYOffice of Communications& Public AffairsUniversity of California, Berkeleypublicaffairs.berkeley.edu
January 2013Dear campus communications colleagues:UC Berkeley remains at the forefront of higher education, consistently ranked in the toptier of global research and teaching universities. As a world-renowned public research andteaching university, we remain committed to our vision of access and excellence, teachingand research, and public service.Over the last year, we have overseen an effort to strengthen the campus communicationsstrategy and to develop tools and resources designed to assist us all in conveying aforward-looking story about Berkeley’s mission and impact.The effort included three main components which are now part of a set of materialsavailable for your use. The first contains a core set of messages and themes that reflectinterviews 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 diversecommunity and relies heavily on images of people. Last is a set of resources and guidelinesdesigned to promote visual consistency in communications across campus, while allowingfor broad flexibility.We are pleased to have sponsored this project that brings new focus and energy to ourgreat institution’s communications, and look forward to invigorating our collective effortsto tell the world about our one-of-a-kind institution.Robert J. BirgeneauChancellorGeorge BreslauerExecutive Vice Chancellor and ProvostJohn WiltonVice Chancellor, Administration and Finance
Table ofContentsIntroductionWho Is This Book For?What Will This Book Help Berkeley Do?How Should This Book Be Used?Telling Our StoryWhat Went Into This Book?What Is Positioning?Positioning StatementHow Positioning AppliesGuidance for Individual Colleges,Schools & DepartmentsOur Creative PlatformCrafting ContentCreative BriefOur Logo, Seal& Spirit MarkOur LogoPrimary UsageSecondary Usage/Limited-Use LogoSize & Clear SpacePartnerships & LogosPlacementImproper UsageLogo UsageSample LockupsOur SealOur NameCal Brand Guidelines / Spirit olor40Typography61Photography75Graphic Elements87Our Color PaletteUsing ColorFreight FamilyUsing TypeType SpectrumSample SettingsOverviewTopical PhotographyCultural PhotographyHistorical PhotographyUsing PhotographyOverviewStructural ElementsAperturesTessellationsPrismsGuidelines in PracticePublicationsPostersPocket 108115117123
Introduction
UC Berkeleyis recognized and ranked asthe greatest public universityin the world.We have been opening minds since 1868, and our core values oftolerance, diversity, respect and access to all have never waveredand never will. No other university—public or private—offers theunique combination of academic excellence, access, commitmentto public service and athletic prowess like Berkeley. So in the face ofstate budget cuts and general malaise over public education, howdo we get our message across?What makes Berkeley truly stand out are our intangibles: theopenness, freedom and acceptance—academically and artistically,politically and culturally—that are impossible to communicate withjust statistics and facts. We all need to communicate in a way thatengenders excitement, confidence and a desire to participate inour mission.THIS IS AN EXCITINGTIME FOR BERKELEY.While some see reduced funding as anobstacle, we recognize it as an opportunityto develop a stronger Berkeley voice. Ourreputation extends far beyond the BayArea, making a transformative impacton everything from education and theenvironment to local and global economies.This document is a guide to identifyingand communicating our unique futureoriented stance, in a way that we collectivelycontribute to Berkeley’s success.INTRODUCTION3
Who is thisbook for?Anyone at Berkeley who communicates on the university’s behalfshould find this book a helpful and inspiring resource.Department leaders can use this guide as a platform to focustheir initiatives.Lead communicators can use it to provide examples for thecreation of new, impactful stories.Writers can use it to draw inspiration when they create storiesabout the achievements of their individual departments.Designers can mine the rich veins of typography, color palettes,photography and design elements to give life to their creations.INTRODUCTION Who4
What will this bookhelp Berkeley do?We all want to tell a compelling, forward-thinking storyabout the Berkeley experience. While there are manydifferent internal and external audiences, the toolsin this book should inspire each of us to take part inthe Berkeley story, and to collectively and individuallybenefit from being part of it.INTRODUCTION What5
How should this bookbe used?To clarifyBerkeley’s unique qualities,advantages and capabilities.To ensurekey themes are presentin all communications.To encourageinternal and externaladvocates for Berkeley.INTRODUCTION How6
Telling OurStory
What wentinto this book?This book is the result of a strategic process that began with a broadperception study among our most important audiences. We analyzedthe findings and distilled our insights to discover Berkeley’s unique placeamong research and teaching universities, and arrived at a clear positioningand messaging platform. Communications inspired by this platform willamplify awareness and understanding, as they all will be woven from acommon thread.Distill the essenceof BerkeleyPositioningPlatformAmplify what makesBerkeley greatTELLING OUR STORY Introduction8
What is positioning?Positioning is how we need to bethought of in the minds of our mostimportant audiences in order to besuccessful. Positioning should bea differentiated, motivational andsustainable thought. It is not justour definition (a public researchand teaching university) or how weexpress it (taglines, messages, etc.),but it should serve as the conceptualcore for all that we say and do. It’sabout what we want people to feelwhen they experience Berkeley, andremember when they walk away.DefinitionWhat is it?PositioningHow should itbe perceived?ExpressionVisual identity, messaging,campaigns, channels,experienceBerkeley’s positioning is built uponthe attributes and themes on thefollowing pages.TELLING OUR STORY Introduction9
POSITIONING STATEMENTUC Berkeleyreimagines the world,by challenging conventionto shape the future.SUPPORT FOR OUR STATEMENTBerkeley fuels a perpetual renaissance, generating unparalleledintellectual, economic and social value. We integrate researchwith teaching, the artistic with the scientific, the scholarly withthe athletic, and the up-and-comer with the advantaged. Ourdiverse and kinetic community draws inspiration from everydiscipline, sparks dynamic interactions and produces revelationsabout the world we aspire to live in. With the drive to ask criticalquestions and embrace new challenges, we are redefiningourselves and the role of a university in a changing world.TELLING OUR STORY Positioning10
How positioningappliesIf every message comes from the same conceptualcore and connects to its intended audience in relevantways, it will reflect an institution whose whole isgreater than the sum of its parts.TELLING OUR STORY How11
Guidancefor individual colleges,schools and departments12345Demonstrate through communications how your college, school or departmentis reimagining the world.Demonstrate how you challenge conventional thinking to shape the future.Be bold and unapologetic.Consider the key themes that best connect with your key audiences.Support your messages with facts rather than leading with facts.TELLING OUR STORY Guidance12
Our creativeplatformThe creative platform is an emotional translation ofthe positioning — condensing all of its important pointsinto a phrase with personality. This is not a tagline ora headline, but a starting point to inspire the look, feeland tone of communications.TELLING OUR STORY Creative Platform13
CREATIVE PLATFORMReach FurtherSUPPORT FOR OUR PLATFORMHOW TO USE IT“Reach Further” is comparative. Lots of universities have“reach.” Only Berkeley has the depth of talent, diversity of skillsand deep-seated drive to do things that continually change theworld. We reach further. When we “reach further” than others,we must constantly reimagine what’s possible — and go beyondwhat anyone else has done before. That means we have to haveattitude: impatience that comes with a willingness to challengeconvention. The combination of those two qualities is how weshape the future — which is more than evident in the results,successes and breakthroughs constantly occurring on ourcampus and throughout our alumni community.TO GUT-CHECK VOICEDoes the tone of what you’re writingcapture the spirit of “Reach Further”?Does it sound like the personality ofsomeone who embodies the idea?TO STAY ON MESSAGEMove beyond facts whenever possible.By addressing the motivation behindour successes, we can create a moreemotional tie with the audience.TO INFLUENCE VISUAL CHOICES“Reach Further” isn’t just a copypoint. The idea can come through invisual executions as well (more onthis in the next sections).TELLING OUR STORY Creative Platform14
CraftingcontentEvery brand has a personality. Voice is howthat personality is conveyed verbally. Sentencestructure, word choice and tone all create adistinct character that can only be Berkeley.Here’s how to do it consistently.TELLING OUR STORY Crafting Content15
CRAFTING CONTENTOur Key StrengthsCONVICTION / EXCELLENCE /SCALE / DIVERSITYThese are fourkey strengthsthat differentiateBerkeley fromother universities.If eachcommunicationmessage we developleverages one ormore of thesestrengths, ourcreative platformwill come to life withdepth, breadthand longevity.How to Use ThemYou can reach further with conviction. Connect yourmessage to an unwavering belief, cause, or higher calling.You can reach further with excellence. Share stories aboutindividual or collective achievements that outshine anythingattempted before.You can reach further with scale. Demonstrate the impact ofBerkeley’s efforts to improve the world around us or change anindividual’s life in an extraordinary way.You can reach further with diversity. Show the unique waysin which Berkeley connects disciplines, projects and people tocreate new paradigms that can transform the world.REMEMBER“Reach Further” is not a tag line;it’s the theme to build yourstories on.TELLING OUR STORY Crafting Content16
CRAFTING CONTENTOur ToneCURIOUS / INTENSE / OPTIMISTIC /INFLUENTIAL / SOCIALLY CONSCIOUS /INDEPENDENT / REAL / OPENHow to Use ItWhile our strengths help guide content choices,our tone creates consistency in how that contentis delivered. Keep these words in mind when creatingcommunications to maintain a distinct tone of voiceand ensure the Berkeley personality shines through.TELLING OUR STORY Crafting Content17
CRAFTING CONTENTOur Voice Is NotTRITEWe’re smart. It’s important to always show it.SLICKWe are authentic.SALES-Y“New and improved!” has no place here.CORPORATEAlways choose words that are simple and direct.Never resort to jargon.TELLING OUR STORY Crafting Content18
CRAFTING CONTENTBelow are several common traps thatcan prevent the “Reach Further”message from shining through.What to Avoid1. MATTER OF FACTSWe have a wealth of impressive statistics worth sharing. But it’s just as important to explain the impactand importance of those stats. Instead of leading with a list of statistics (number of programs, facultymembers, Nobel Prize winners), consider leading with a message about Berkeley’s unique ability to createimpact, or Berkeley’s unique point of view on a topic, or the great efforts a student or faculty member hastaken to uncover a remarkable solution.2. ENOUGH ABOUT USIt’s easy to focus on messaging that touts what we do and how we do it. Find opportunities to pull theaudience in by explaining how it benefits them.3. STRICTLY LITERALDon’t be literal just because people expect you to be. Find opportunities to interject voice in new places.Forms, guidebooks and other pieces of typically straightforward communication are often places wherepeople will notice personality the most.4. THREE. WORD. PHRASES.It can be tempting to add taglines in this format to programs or departments, but it should be avoided.They can come across as trite and generic.5. PUNS BE GONEWe are more sophisticated and original than bear puns.TELLING OUR STORY Crafting Content19
CRAFTING CONTENTBelow are five tactics, and resulting examples,to guide you as you create content.What to Adopttactic 1:TALKABOUT THE PROCESSSAMPLE ARTICLE INTRO:“Spending months observing telescopic data from the South Polemay seem excessive. But at Berkeley, it resulted in the discoveryof a new time period more than 13 billion years old. And we believethat’s worth it.”tactic 2:ISSUE A CHALLENGESAMPLE HEADLINE:“Why aim to earn a million dollars when you caninstead aim to save a million lives?”tactic 3:MAKE A BOLD STATEMENTSAMPLE PARAGRAPH:“Berkeley is not for everyone. It’s for those who are motivated bya deep desire to do what’s right, to preserve, to protect, to create,to express, to change, to be the very best.”tactic 5:DESCRIBE ACOMMON MINDSETSAMPLE ADMISSIONS PARAGRAPH:“Your entire life, you’ve pushed beyond whatothers were capable of. The question at handnow is not what you’ve accomplished, butwhat you’ll do next. At Berkeley, studentsare not only studying fields like computerscience, social justice, business andengineering, they’re aiming for goals thatwill someday redefine their field.What’s your part? Do you not only wantto enter the working world but place yourmark upon it? Effect social change? Inventan entirely new industry? Discover a newelement, a cure for a disease, or maybe acenturies-old culture? At Berkeley, you’lldo it.”tactic 4:TAKE THE HIGH ROADSAMPLE HEADLINE:“Nobel Prizes. Fields Medals. Turing Awards.All great.The impact our work can have onthe course of humanity?Much greater.”TELLING OUR STORY Crafting Content20
CREATIVE BRIEFCREATIVE BRIEFName:Office:Today’s Date:Due Date:Contact Info:Project Title:Medium of Communication:Audience(s):Key Message:Proof Points:Call to Action:Additional Considerations:STRENGTHS (Check all that apply.)One or more of our key strengths should comethrough in the content of every communication.VISUAL SPECTRUMOur brand can flex in many directions dependingon what’s appropriate for the audience. Choosethe right balance for your communication here.EXCELLENCESCALEDIVERSITYformalTONE (Check all that apply.)Choosing specific traits of the Berkeley brandto highlight will help you communicate with aconsistent ng a creative brief for projects makes it easyfor communicators to identify their contentpriorities. It also ensures that each communicationcarries a consistent voice and strong message thatfocuses on what benefits the audience. Downloadthis template at brand.berkeley.edu.casualTELLING OUR STORY Creative Brief21
Our Logo, Seal& Spirit Mark
Our logoThe UC Berkeley logo represents us at the very highestlevel and is vitally important to our brand. It acts as asignature, an identifier and a stamp of quality. It is, andshould always be, the most consistent component inour communications.In order to maintain this consistency, a few simpleguidelines should be followed.a NOTE aThe Berkeley logo shouldnever be recreated or typeset.Only official logo files shouldbe used in communications.Official logo files can be downloadedfrom brand.berkeley.edu.The Berkeley logo as shown here willserve as the campus’s primary logo andtrademark. Other campus trademarksmay appear on merchandise producedby vendors specifically licensed toreproduce these trademarks. For moreinformation and to view lists of ourtrademark licensees, please visitombo.berkeley.edu/name/promotion.OUR LOGO, SEAL & SPIRIT MARK Our Logo23
OUR LOGO, SEAL & SPIRIT MARK Our Logo24
PRIMARY USAGEThe primary color option for ourlogo is Berkeley Blue (Pantone 282). It is intended to be used onlighter backgrounds and imagesin order to maintain legibility.OUR LOGO, SEAL & SPIRIT MARK OUR LOGO, SEAL & SPIRIT MARK Primary Usage 25
PRIMARY USAGEAnother acceptable color optionis to reverse the logo out toWhite on darker backgroundsand images.OUR LOGO, SEAL & SPIRIT MARK Primary Usage 26
SECONDARY USAGEThe primary usage optionis preferred. However, inmore casual usage, suchas merchandise, the logomay be used in CaliforniaGold (Pantone 123) on abackground of Berkeley Blue(Pantone 282). The legibilityof this version is compromisedwhen used on other backgroundcolors, including white.LIMITED-USE LOGOThe logo can appear in Blackonly for black-and-white andgrayscale scenarios.OUR LOGO, SEAL & SPIRIT MARK Secondary Usage 27
SIZETo maintain full legibility, neverreproduce the logo at widthssmaller than 1 inch (for print)or 175 pixels (for screen). Thereis no maximum size limit, butuse discretion when sizing thelogo. It should never be themost dominant element on thepage, but instead should livecomfortably and clearly as anidentifying mark.These minimum size guidelinesapply only to the Berkeley logowithout a college or schoollockup. 1 or 175 pxCLEAR SPACETo ensure that clear space ismaintained around the logofor legibility and prominence,photos, text and graphicelements must follow theguidelines illustrated here.Use the letter “B” as ameasuring tool to helpmaintain clearance.OUR LOGO, SEAL & SPIRIT MARK Size & Clear Space28
PARTNERSHIPS & LOGOSWhen the Berkeley logoappears on a communicationpiece with another logo —fromwithin the university or outsideit — the logo requires extendedclear space to maintain itsintegrity, as shown here. Noother logo should fall withinthese parameters.When two logos are present(the Berkeley logo and aBerkeley sub-brand logo, forinstance), one must take thelead in the hierarchy. If it isa piece from the sub-brand,that logo should be moreprominent. The Berkeley logoshould be smaller and placed atleast the distance shown herefrom the sub-brand logo.Before engaging in anypromotional activity thatincorporates Berkeley’sregistered name, trademarkor other insignia, pleasecontact the Office of Marketingand Business Outreach atombo@berkeley.edu or510/642-6344.ORFRONT ONLYFRONTANDBACKOUR LOGO, SEAL & SPIRIT MARK Partnerships29
PLACEMENTThe preferred placement for thelogo is in the lower segment ofcommunications. Anywhere inthe outlined areas shown hereis acceptable, although cornersare preferred. This way, the logobecomes a grounding element thatappears consistently on all pieces.ACCEPTABLEPLACEMENTIf the bottom zone is unsuitable,it is also acceptable to place thelogo anywhere in the horizontalsegment at the top within thepiece. Again, corners are preferred,but the logo can be centered formore formal communications.PREFERREDPLACEMENTOUR LOGO, SEAL & SPIRIT MARK Placement30
IMPROPER USAGEHere are a few examples ofpractices to avoid.DON’T STRETCH, CONDENSEOR CHANGE THE DIMENSIONSOF THE IDENTITY.DON’T ALTER THE PLACEMENTOR SCALE OF THE ELEMENTS.DON’T CROP THE WORDMARK.DON’T ADD COLORS TOINDIVIDUAL ELEMENTS.DON’T ALTER OR REPLACE THETYPEFACES OF THE IDENTITY.DON’T SKEW OR BEND THE IDENTITYIN ANY WAY.DON’T ROTATE THE IDENTITY.DON’T USE COLORS OTHER THANTHOSE SPECIFIED IN THIS DOCUMENT.DON’T REARRANGE THE PLACEMENTOF THE TYPE WITHIN THE IDENTITY.DON’T ADD ANY EXTRA ELEMENTS TOTHE IDENTITY.DON’T USE DROP SHADOWS,STROKES OR OTHER VISUAL EFFECTS.AVOID USE OF THE CAL SCRIPT LOGOFOR ANY ACADEMIC PURPOSES. IT ISPREDOMINANTLY USED FOR ATHLETICSAND ALUMNI COMMUNICATIONS.OUR LOGO, SEAL & SPIRIT MARK Improper Usage31
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Cal Brand Guidelines / Spirit Mark 39 Color 40 Our Color Palette 41 Using Color 49 Typography 61 Freight Family 63 Using Type 67 Type Spectrum 68 Sample Settings 69 Photography 75 Overview 77 Topical Photography 78 Cultural Photography 80 Historical Photograph
berkeley berkeley lab 15 47 8/11/1994 cl berkeley bldg. 64 25 4/8/1997 gp/cl berkeley lbl 60 60 7/23/1997 berkeley near university 7 21.5 7/1/1999 land fill berkeley san pablo 20 30 03/27/92 cl sw berkeley uclbnl 23 25 12/30/1998 cl berkeley uclbnl 15 16 11/21/91 cl
Berkeley Haas is published three times a year by the Haas School of Business, University of California, Berkeley. Address changes: alumni@haas.berkeley.edu Contact: letters@haas.berkeley.edu Berkeley Haas Magazine, UC Berkeley 2001 Addison St., Ste. 240 Berkeley, CA 94704 SUMMER 2020 How does your salary compare to salaries of fellow alums? PAGE 55
Byung-Gon Chun bgchun@cs.berkeley.edu Kamalika Chaudhuri y kamalika@cs.berkeley.edu Hoeteck Wee z hoeteck@cs.berkeley.edu Marco Barreno x barreno@cs.berkeley.edu Christos H. Papadimitriou y christos@cs.berkeley.edu John Kubiatowicz kubitron@cs.berkeley.edu Computer Science Division University of California, Berkeley ABSTRACT
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
brand foundation. brand application. 1.1 the meaning of a brand 04 1.2 brand promise 05 1.3 brand pillars 06 1.4 brand character 11 1.5 centering idea 12 1.6 brand (ethos) declaration 13 4.0. contact. contact 55. 2.0. brand elements. 2.1 logo explaination 15 2.2 logo 16 2.3 brand voice 26 .
