Close Mobile Menu
Keegan Houser / UC Regents

Cal Alumni Association Brand Identity Guidelines

Editorial Style

Editorial Style

CAA’s editorial style is clean, professional, and positive, employing an active tense and focus on a defined call-to-action whenever possible. CAA defers to the Chicago Manual of Style. While there are overarching trends in CAA’s writing style, voice and tone are tailored to specific audiences for individual departments and programs.

Editorial Style Guidelines

Please observe these guidelines in official CAA-produced communications when referencing the following:

Acceptable
Acceptable
CAA
  • Cal Alumni Association (CAA)
  • CAA (after introducing parenthetically)
  • I work at the Cal Alumni Association
  • I work at CAA
The University
  • University of California, Berkeley
  • Cal
  • UC Berkeley
  • Berkeley (after introducing as UC Berkeley or University of California, Berkeley)
Calendar Information
  • Dec. 8
  • December 8
  • 10 p.m.
  • 10:00 p.m.
  • Monday
  • Mon.
CALIFORNIA® Magazine
  • California (in ordinary, running copy)
  • CALIFORNIA® Magazine (in titles and collateral)

Either version can be accompanied by “magazine” in lowercase (except in headers).

CALIFORNIA Online
  • CALIFORNIA Online
  • California Online
  • CALIFORNIA Online (if italics not available)
Unacceptable
Unacceptable
CAA
  • California Alumni Association
  • The CAA
  • I work at the CAA
  • I work at Cal Alumni Association
The University
  • CAL
  • Cal Berkeley
  • U.C. Berkeley
  • UCB

Cal Alumni Association Identity Guidelines

Learn more about how to use the Cal Alumni Association guidelines including the vision, brand positioning and personality.

LEARN MORE
Campanile in the sun Keegan Houser / UC Regents

Logo

Learn more about how to use the Cal Alumni Association logo.

LEARN MORE
Cal Alumni Association logo

Color palette

Learn more about how to use the Cal Alumni Association color palette.

LEARN MORE
Cal Alumni Association primary color palette

Typeface

Learn more about how to use the Cal Alumni Association typeface.

LEARN MORE
Cal Alumni Association typeface Freight Sans Pro

Editorial Style

Learn more about the Cal Alumni Association’s editorial style.

LEARN MORE
UC Berkeley

Photography

Learn more about how to use on brand photography.

LEARN MORE
Campanile in bright sunlight Keegan Houser / UC Regents

Brand and Marketing Resources

Learn more about available brand and marketing resources.

LEARN MORE
Woman wearing a Cal baseball cap Keegan Houser / UC Regents