lawrencium

Branding the Elements: Berkeley Stakes its Claims on the Periodic Table

Let the other universities brand themselves with the presidents they’ve produced, the corporations they’ve midwifed, their location in a small town outside of Boston, or their number one football team.

At Berkeley, we’re OK with being number 97. On the periodic table of elements. You may have heard of “the table,” as we call it around here. It’s sort of the ingredients list for the universe. All of it, including presidents, corporations, slushy college towns, and inferior (spiritually) football teams.

From the Spring 2014 Branding issue of California.
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