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. »


All Cal alumni worldwide are connected and actively engaged with UC Berkeley for life.

Brand Positioning

To all alumni who graduated and campus units that want to connect with alumni, CAA is the hub that connects all alumni to the university and to each other.

Cal Alumni Association Personality

  • Welcoming
  • Helpful
  • Well-connected
  • Well-informed
  • Professional
  • Intelligent
  • A “go-to” person
  • Full of school spirit
  • Action-oriented
  • A good friend
  • A strong communicator