Visual identity

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

Color palette

Using colors appropriately is an easy way to ensure that our materials reflect our brand. Advancement colors include a primary palette of blue and gold tones and a secondary palette with brighter, bolder accents. The secondary palette should never be used alone, nor should it dominate the primary palette. The following are available for your use.


Spot colors
are true Pantone® Matching System (PMS) inks used in standard offset printing. Since the type of paper used can affect the ink’s appearance, our palette provides coated and uncoated color swatches — indicated by a C or U following the ink number. Choose the color based on whether you use coated or uncoated paper.


CMYK (cyan, magenta, yellow, black)
are the base inks to build the colors specified. They can get very close to PMS inks, but don’t always match. CMYK inks are used in standard offset and digital printing. Note that these CMYK builds will not match the Pantone® Color Bridge breakdowns for the equivalent PMS number. Always use the color values listed.


HEX colors are RGB (red, green, blue)
values to build the infinite colors you see on screen. They are only used to view online or digital documents. While everyone’s screens vary, we have made every effort to be as consistent as possible. Note that the HEX colors will not match converted RGB builds, so use the HEX number.

Color chart

Adobe Swatch Exchange file

Primary palette

01 Berkeley Blue

Berkeley Blue

PANTONE 540
C : 100 | M : 55
Y : 0 | K : 55
#003057

02 California Gold

California Gold

PANTONE 123 C
PANTONE 109 U
C : 0 | M : 24
Y : 94 | K : 0
#FDB515

03 Medalist

Medalist

PANTONE 7550
C : 0 | M : 34
Y : 98 | K : 12
#C4820E

04 Oski Gold

Oski Gold

PANTONE 139
C : 7 | M : 49
Y : 100 | K : 25
#A57327

05 Metallic Gold

Metallic Gold

PANTONE 874
C : 39 | M : 50
Y : 73 | K : 18
#8C704F

Secondary palette

06 Sproul Steps

Sproul Steps

PANTONE 7542
C : 35 | M : 10
Y : 10 | K : 0
#B0C5CC

07 Founders Rock

Founder's Rock

PANTONE 5405 C
PANTONE 7698 U
C : 70 | M : 33
Y : 22 | K : 20
#4F758B

08 Stadium Blue

Stadium Blue

PANTONE 7691 C
PANTONE 3015 U
C : 100 | M : 42
Y : 0 | K : 21
#006298

09 Lawrence

Lawrence

PANTONE 306
C : 79 | M : 0
Y : 6 | K : 5
#00B0DA

10 Cal Navy

Cal Navy

PANTONE 282
C : 100 | M : 0
Y : 13 | K : 68
#041E42

11 Sather Gate

Sather Gate

PANTONE 558
C : 36 | M : 5
Y : 30 | K : 1
#9ABDAB

12 Lap Lane

Lap Lane

PANTONE 326
C : 86 | M : 0
Y : 41 | K : 51
#00AFAB

13 Tilden

Tilden

PANTONE 323 C
PANTONE 322 U
C : 100 | M : 0
Y : 41 | K : 51
#005F61

14 Ludwigs Fountain

Ludwig's Fountain

PANTONE 319
C : 52 | M : 0
Y : 19 | K : 0
#20CBD4

15 Ion

Ion

PANTONE 382 C
PANTONE 381 U
C : 25 | M : 0
Y : 98 | K : 0
#C4D600

16 Soy Bean

Soybean

PANTONE 7746
C : 26 | M : 10
Y : 90 | K : 24
#859438

17 Stone Pine

Stone Pine

PANTONE 7498 C
PANTONE 574 U
C : 46 | M : 25
Y : 81 | K : 51
#584F29

18 Poppy

Poppy

PANTONE 716
C : 0 | M : 59
Y : 96 | K : 8
#EA7600

19 Wellman Tile

Wellman Tile

PANTONE 173
C : 0 | M : 75
Y : 98 | K : 8
#D9661F

20 Log Cabin

Log Cabin

PANTONE 7617 C
PANTONE 497 U
C : 43 | M : 67
Y : 58 | K : 59
#3F3032

21 The Greek

The Greek

PANTONE 404
C : 45 | M : 43
Y : 50 | K : 30
#776E64

Pacific

Pacific

PANTONE 431
C : 20 | M : 6
Y : 0 | K : 70
#5B6770

23 Peregrine

Peregrine

PANTONE 447
C : 70 | M : 57
Y : 63 | K : 65
#373A36

Color accessibility

In accordance with the UC Information Technology Accessibility Policy, and to help serve those with low vision, the advancement color palette is accessible online and in digital materials.

These color combinations meet accessibility standards. When choosing typography and background colors, always promote visibility and legibility by ensuring sufficient contrast. Avoid using color as the only way to differentiate information, such as in graphics. Guidelines for accessibility are available via our Digital Accessibility Program (DAP).