Berkeley Advancement Identity

Photos used in advancement materials rely heavily on portraits taken in the subject’s usual environment, such as an office or lab, and on iconic locations that clearly identify the campus, such as Sather Gate, the Campanile, and Doe Library. These images help humanize the university while also building connection, pride, and nostalgia among our alums and donors.

Four ways to find good photos

1. Download an image from PhotoShelter. We have selected images in the categories of Cal spirit, campus beauty, and Cal community that specifically resonate with donors and alums.

2. Download from the selection of images below.

3. Visit gallery.berkeley.edu, UC Berkeley’s general portfolio.

4. Request a photographer from UDAR. For advancement purposes only, e.g. donor events or philanthropic stories.

Guidelines for using Generative AI in visuals

Generative AI (GenAI) can enhance efficiency and creativity and support both operational and strategic work. However, its benefits must be balanced with the risks. It is essential to understand potential challenges and mitigate the risks in alignment with UC policies. We will continue to update these guidelines as GenAI continues to evolve at a rapid pace. Below are three use cases.

Creating UC Berkeley-branded visuals (high risk)

Not allowed. High risk to UC Berkeley branding and intellectual property, e.g. AI-generated images that misspell Berkeley, distort the seal, or create nonexistent buildings. Use official assets instead.

Examples: UC Berkeley logo or seal, Cal script logo, and campus buildings/landscapes

Generating images of human subjects (high risk)

Not allowed. Use UC Berkeley photos available on PhotoShelter or gallery.berkeley.edu. If necessary, you may request a photographer to take original photos for advancement purposes only, e.g. donor events or philanthropic stories.

If you are still unable to find what you need, please use licensed stock photos only from sources such as iStock by Getty Images, Unsplash, Wikipedia, or Smithsonian Open Access.

Creating generic non-UC Berkeley visuals (medium risk)

Acceptable for presentations, as long as they do not violate UC Berkeley branding or intellectual property.

Examples: icons, presentations, generic images that are not intended to represent UC Berkeley people or places