UC Berkeley Logo Advancement Identity

Visual identity

Visual Identity hero
Forge a strong emotional connection between your advancement content and UC Berkeley.

The seal

The UC Berkeley seal, adapted from the original University of California seal designed in 1895 by Tiffany & Co., is a major component of advancement branding. An important part of our heritage, it reinforces our legacy of leadership and symbolizes pride and connection among our alums and donors. The seal should be used with restraint, not as the primary focus, and functions like a visual closing punctuation.

One-color seals

One-color seals utilize the advancement color palette and are used in all advancement communications, except for formal occasions described below.

Seal shown on Berkeley Blue, White and California Gold backgrounds

Two-color seals

Two-color seals are reserved for formal occasions, such as certificates, ceremonies, and galas. These seals typically print as PMS 540 blue and Metallic 874 gold. You may use PMS 139 gold if Metallic 874 is unavailable. The two-color seal can also print as a gold foil. If you need a two-color seal, email identity@berkeley.edu.

Minimum size and clearance

  • Minimum size ⅞” or 80px
  • Minimum space around seal is ⅛ its height. (⅛ X in the image below).
The Berkeley Seal, shown here with the minimum space around it allowed illustrated by dotted lines.

Seal and logo/lockup guidelines

The size, placement, and colors of the seal and logo/lockups are standardized, and UDAR has created templates for a range of document types. Please email identity@berkeley.edu to ask about existing templates. If you must create your own document, please follow these guidelines and have us review it for brand compliance:

The seal

  • If you only have space for one mark, use the seal. It should appear only once and separate from any other logo.
  • Do not crop, rotate, recolor, screen, obscure, or alter the seal in any way.
  • Placement guidelines:
    • Single-page documents — center top front or center bottom back
    • Multipage documents — center top on the first page, or the center, center bottom, or bottom left with contact info on the last page
    • Web pages — center bottom
    • Presentations — title slide or end slide

Logo/lockups

  • We strongly suggest that the logo/lockups only be used on multipage documents that also contain the seal. In this case, it is preferred that you place the logo/lockup in the top left corner of the first page, and the seal at the center bottom of the last page.
  • If you must place both the seal and the logo/lockup on a single page, please consult with us regarding placement.
  • Regardless of whether you’re using the seal alone or the seal and logo/lockup together, these elements should not dominate your document and distract from the rest of the content. Refer to the guidelines for size and clearance information.
Series of examples of what not to do, outlined in the bullet points above

Download the seal files.

Download