Cal Culture

The Bear, Re-Branded: Cal Replaces Its Live-and-Let-Live Mascot With Vicious New Model

Like Memorial Stadium, the brand identity of Cal Athletics has recently been renovated. Nothing too radical, mind you; the colors are unchanged and the Cal script remains the chief identifier. The only big change is the new bear logo. Gone is the striding giant of yesteryear, its stately silhouette imparting a certain timeless nobility to football helmets and hoodies. The new bear does not pass by. The new bear charges—teeth bared, ears back, eyes narrowed.

The old bear was live and let live.

The new bear is fixin’ to maul your @$$.

From the Spring 2014 Branding issue of California.

Kabam? Ka-Ching: Naming Rights Bring Cash to Campus

Even on a football field it sometimes helps to tread lightly. That’s why as Berkeley administrators were deciding how to pay down the $445 million price tag associated with the retrofit and expansion project at California Memorial Stadium, the idea of selling naming rights to the structure itself was never on the table.

From the Spring 2014 Branding issue of California.

A Lunch at Chez Panisse Inspired the Imagination, the Palate and a Dissertation

If you’re going for a Ph.D. in business, there are plenty of American universities where you can get this prized degree, but only one of them is less than a mile from the birthplace of California cuisine. Sohyeong Kim was an aspiring Ph.D. student on the day in 2009 when her faculty advisor took her to lunch at Berkeley’s Chez Panisse, changing both her outlook on eating and her dissertation topic.

From the Spring 2014 Branding issue of California.

In on the Ground Floor: Would My Investment in a Friend’s Scheme Really Seal My Fortune?

Graduation was near and other seniors were scrambling for work. I knew I was set. I had met a brilliant entrepreneur and was investing my time and savings in his sure-fire venture that guaranteed me both a job and untold millions.

His plan was literally airtight: Create a device that would improve upon the highest volume manufactured product—the sealed bags used for everything from dry macaroni to potato chips.

And what was wrong with those bags? They weren’t re-sealable.

From the Spring 2014 Branding issue of California.

Elements of Branding

Brands comprise a package of sensorial elements meant to promise unique value and to maximize awareness and recognition of the product, service, or entity they stand for. Ideally the brand bundle should evoke an emotional response, a resonance in the eye and mind that helps to bond the viewer to the product or service. One element of this is the logo, usually a graphic symbol. To the public, a logo should be a reminder of a company, service, institution, or product; to the customer, it’s a familiar and trusted symbol; and to staff, it’s a point of belonging.

From the Spring 2014 Branding issue of California.

The Road Not Taken: A Berkeley Bard from the 60s Became Rare Breed—the Trucker Poet

There are cowboy poets, of course—so many that cowpoke poesy conferences, or “gatherings,” are held regularly in most of the western states. But while there are plenty of country and western song lyrics about truckers (“I got ten forward gears and a Sweet Georgia overdrive;  I’m taking little white pills and my eyes are open wide”), trucker poets are a scarcer breed.

Jogs for Jill: Runs Honoring Late Cal Coxswain Net $500,000 to Combat Lung Cancer

More than 1,200 runners, walkers, strollers and joggers are expected to gather March 16 th for the fifth annual Jog For Jill, a 5-K course around UC Berkeley’s campus in honor of Jill Costello—a political economy major who died from lung cancer just a few weeks after graduating from Cal in 2010.

Not Licked Yet: The Fight to Keep an Iconic UC Observatory Open

A move to pare a modest $1.8 million from UC’s operations budget has blown up into a public relations storm, with the fury directed at the Office of the President. That’s because the savings would result from halting funding for Mount Hamilton’s Lick Observatory, the world’s first permanent mountain summit observatory and a facility still responsible for major cosmological findings—most recently the discovery of scads of earth-like exoplanets.

California Universities Form Alliance to Diversify the Top of the Ivory Tower

Throughout academia, key fields remain decidedly male and monochromatic—particularly math, engineering, and the physical and computer sciences. And despite the pride it takes in being progressive, UC Berkeley is no exception.

That’s why this week the university announced it is forming an alliance with Caltech, UCLA, and Stanford to encourage more underrepresented minority Ph.D. candidates to pursue postdoc and faculty positions within these fields.

Goalball in Blindfolds, Soccer in Wheelchairs: Cal Busts Barriers to Competitive Sports

Ann Kwong could not see the ball hurtling toward her, but she knew who had thrown it—a member of UC Berkeley’s rugby team easily twice her size. Lying on the gym floor, she could hear its insistent rattle and sense the speed.  She tensed for the impact as the ball hit her thighs with a solid thwak.

Spectators winced. As for Kwong, she jumped up and hurled the ball back.

“I’m usually a safe person,” she says, “but this has taught me to take risks. You just have to dive on the ball.”

A Brain Busy Cataloging All Things Berkeley: True Confessions of a Cal Tour Guide

I stared out at a mass of vibrating middle school students awaiting their campus tour. Before unleashing them on me, someone thought it would be a great idea to let them get energy drinks and coffees. Before me, 7th grade girls chugged Rockstars and one boy complained that his mocha needed more sugar. I wanted to yell “No! You cannot complain about needing energy! You are 12. You don’t know what it’s like to pull an all-nighter and write 25-page papers. Also, it’s a mocha, it basically IS sugar!”

Drivin’ on Sunshine: Cal Team Is Crafting Solar-Powered Car for National Race

As flocks of wild turkeys and geese look on, about 50 members of the UC Berkeley Solar Vehicle Team—aka CalSol—are laboring from dawn to dusk every day at the Richmond Field Station, a 152-acre lot six miles northwest of campus. Their goal: the construction of “Zephyr,” a solar-powered car that can cruise along at 55 miles per hour on only the energy needed for a portable hairdryer.

It’s Cal’s latest entry in an international collegiate competition that has been going on since the early 1990s, before many of CalSol’s current members were born.

Warm Hearts and Feet: Students To Distribute Sleeping Bags to Homeless

The December chill that proved frigidly fatal to several homeless people in the Bay Area also has spurred a team of students at UC Berkeley and San Jose State into action. They helped launched the Sleeping Bag Drive—which on Friday will begin distributing 300 pairs of wool socks, beanies, and zero-degree sleeping bags to the vulnerable communities.

“It’s a scary thing that people are dying,” says Taliah Mirmalek, a Cal senior majoring in political science and rhetoric. “We were just happy to be able to share the opportunity to do something about it.”

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