Cal Alumni Association Brand Identity Guidelines
The Cal Alumni Association (CAA) provides all Cal graduates with rewarding connections to the University, to fellow alumni, and to current students. Founded by the original graduates of the University of California in 1872, the Cal Alumni Association today represents nearly half a million alumni living throughout the world. Learn more about CAA and its mission.
Vision
Brand Positioning
Cal Alumni Association Personality
Proud
Authentic
Full of Cal spirit
Well-connected
Committed to diversity
Justice-seeking
Courageous
Embracing differences
Creating a sense of belonging





