Wordmark

The Berkeley Haas wordmark is the primary graphic tool for expressing the Berkeley Haas identity.

To ensure consistent representation of our brand identity, please adhere to the usage guidelines outlined here when using the Berkeley Haas wordmark in communications.

Do not under any circumstances attempt to match these letterforms using type, no matter how similar the result may appear.

Download the official wordmark. (Google Form) →

Official Wordmark
Formal Berkeley-Haas Logo

The Berkeley Haas wordmark is the primary graphic tool to represent our identity. It should be used in all cases except when it cannot be legibly reproduced.

The colors used in the wordmark are California Gold and white. The logo should be placed on a Berkeley Blue background, and should NOT be boxed in. When you are working on a document that does not contain a Berkeley Blue background, an alternate color option should be used.

Approved Alternate Options

These alternate options may be used when appropriate.

Berkeley Haas wordmark in gold and blue

[For white backgrounds: California Gold and Berkeley Blue **Please note that in some cases, the gold color may not be sufficiently legible on a white background. In those cases, use of the wordmark in Berkeley Blue (below) is recommended.**]

Berkeley Haas wordmark in blue

[For white backgrounds: Berkeley Blue]

Berkeley Haas wordmark in white on a photo

[For photo backgrounds: White]

Berkeley Haas stacked wordmark in gold and white on blue

[Stacked (or square) version in California Gold and White for Berkeley Blue backgrounds]

Berkeley Haas stacked wordmark in gold and white on blue

[Stacked (or square) version in California Gold and Berkeley Blue for White backgrounds]

Program Logos for Promotional Merchandise

These logos are designed specifically for use only on promotional merchandise, such as mugs, t-shirts, tablecloths for events, etc. They are not meant for electronic or print communications, where the official Berkeley Haas wordmark should always be used.

Please refer to the guidelines below for purchasing merchandise bearing University marks.

Berkeley Haas wordmark in gold and blue

Program logos should be printed in California Gold and White on a Berkeley Blue (or similar) background.

Download your program's logo. →

Need a logo for your program? Send an email request to brand@haas.berkeley.edu.

Ordering Merchandise Using a Berkeley Haas Wordmark

When purchasing merchandise bearing any University mark for any purpose (e.g. t-shirts for conferences, water bottles for giveaways, etc.), you must use a vendor that's a university-approved licensee. These vendors provide ethically sourced products, and abide by guidelines designed to protect and promote the use of the University's logos, name, seal, wordmarks, and landmarks.

If you already have a vendor you'd like to order from, but are unsure if they are a licensee, check the full list of licensees (PDF).

If you're searching for a vendor to use, here's a shortlist of licensees (Google Doc), which you may find helpful.

Learn more about licensing: Cal Athletics Licensing Office.

Wordmark FAQ

Which file format should I use?

EPS

If you're working with a professional designer, printer, or promo gifts vendor, this is the file they want. If they ask for a “vector” format, this is what they're asking for. The colors and size can be altered without affecting the integrity of the wordmark. If you're creating a large banner, use this file to ensure that the logo doesn't become blurry when stretched.

PNG

If you're looking to drop the logo into a Word, PowerPoint, or Publisher project—or virtually any other similar project—you can use this. (You can also use the EPS file for maximum sharpness.) Simply go to Insert Photo Picture From File, then navigate to location where you saved the logo file.

SVG

If you're placing the file directly onto a website, this will work best. It's a small file that can be stretched and shrunken while remaining absolutely crisp.

Why aren't there any JPEG files?

The Berkeley Haas wordmark is designed with a transparent background, and the JPEG format cannot accommodate this feature. Also, a JPEG image will appear blurry when stretched beyond its original size.

What's the difference between PMS and CMYK?

Basically, they are different ways of printing color. Stick to the CMYK version unless you're working with a vendor who's specifically requested the PMS file. For printing projects, using PMS instead of CMYK may be more cost-efficient.


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