Visual Identity
Wordmark
The key components of the Berkeley identity — the wordmark and the seal — should always be handled with consistency to ensure the integrity of the brand. These guidelines will help you apply these elements correctly.
The Berkeley wordmark (also known as the Berkeley logo) is of great importance to our identity and should be included on fundraising communications using the following guidelines.
Clear space
To ensure that clear space is maintained around the logo for legibility and prominence, photos, text and graphic elements must follow the guidelines illustrated here. Use the letter “e” as a measuring tool to help maintain clearance.
Minimum size
To maintain full legibility, for the primary logo, never reproduce the logo at widths smaller than 1.5 inches (for print) or 150 pixels (for digital). There is no maximum size limit, but use discretion when sizing the logo. It should never be the most dominant element on the page, but instead should live comfortably and clearly as an identifying mark.
Logo Don’ts:
- Don’t skew or bend the logo in any way.
- Don’t stretch, condense or change the dimensions of the logo.
- Don’t add any extra elements to the logo.
- Don’t rearrange the placement of the type within the logo structure.
- Don’t alter or replace the typefaces within the logo.
- Don’t alter the placement or scale of the elements.
- Don’t use drop shadows, strokes or other visual effects.
- Don’t add colors to the individual elements.
- Don’t use colors other than those specified in the guidelines.
Download the wordmark files