Visual identity
Lockups
A lockup is a design that visually connects your unit to the larger university brand. Rather than creating a unique logo for your unit — which can lead to confusion and a diluted brand image — use this signature system to “lock up” your unit with the UC Berkeley logo.
Primary brand
The UC Berkeley logo is the most important identifying element of the university. It represents our brand at the highest level and serves as our logo and trademark. In advancement communications, the logo always complements the UC Berkeley seal.
Primary sub-brand
The unit name. Always tie this deliberately and consistently to the UC Berkeley logo.
Secondary sub-brand
Department names within UDAR. This element expands on the unit name.
UDAR lockups
Lockups have been developed specifically for the UDAR community. While they follow the campus lockup architecture, they use the advancement font instead of the campus font.
The UDAR lockups are available in primary sub-brand variations with a horizontal or vertical layout, or as a secondary sub-brand variation with horizontal, vertical, or three-level lockup that includes the parent unit. For lockup files, email identity@berkeley.edu.
Lockup Color Variations
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’d like to 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 information on size and white space.