Cal Alumni Association Brand Identity Guidelines
The preferred presentation of the Cal Alumni Association logo is two-color, using Berkeley Blue and California Gold, on a white background. If the design warrants, the logo may be reproduced on a screen of Berkeley Blue or California Gold. The tint should range between 5% and 20%.
Preferred Logo Variations
The logo can be reproduced in one color, in either Berkeley Blue, Black, California Gold or Metallic Gold—Special Occasions Only.
The one-color white logo may be reversed and used on a Berkeley Blue or black background.
Restricted Logo Variations
The following logo variations are only used in select, specific cases. Marketing & Communications can determine the instances in which use of these is appropriate.
Use of Logo
The logo must be rendered with the Campanile at least 1 inch tall.
No element should encroach on the logo. The minimum clear space on all sides of the logo should be the height of capital letter “C” in “Cal”.
Setting and Placement
The CAA logo must be on a gradient or solid-color background, preferably white. Neither patterns nor images can be used as a background for the logo.
Department and Program Logos
When used, CAA’s tagline must be used in conjunction with CAA’s logo. Two-color version is Berkeley Blue and California Gold. One-color versions must be in either Berkeley Blue, black, or white.
The CAA Fund
Two-color version is Berkeley Blue and Medalist. One-color versions must be in either Berkeley Blue, black, or white.
The CAA Fund Society
Two-color version is Berkeley Blue and Metallic Gold. One-color versions must be in either Berkeley Blue, black, Metallic Gold, or white.
Logo is one-color, in either Magazine Purple, Medalist, black, or white.
Cal Discoveries Travel*
Use the two-color logo lockup as the primary Cal Discoveries Travel mark.
A one-color logo is available to use additionally in either Berkeley Blue, California Gold, black, or white.
Lair of the Golden Bear*
Two-color versions are Berkeley Blue and California Gold, or South Hall and California Gold. One-color versions must be in either Berkeley Blue, South Hall, or Black.
Logos must go through CAA Marketing & Communications and are subject to approval by the UC Berkeley Office of Marketing and Branding. Examples of logos include, but are not limited to:
Cal Alumni Student Association (CASA)
The Berkeley Network
*These logos must be accompanied by “A Program of the Cal Alumni Association (CAA).” Copy should be placed under the logo.
Cal Alumni Association Identity Guidelines
Learn more about how to use the Cal Alumni Association guidelines including the vision, brand positioning and personality.