BRAND IDENTITY GUIDELINES - University of California, … · BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 5 Who is this book for? Anyone at Rec Sports who communicates on the university’s
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BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 1
PROTECTED AREAThe protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
BRAND IDENTITY GUIDELINES
VOLUME 1
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 3
TABLE OF CONTENTS
CONTENTS
IDENTITY Vision...................................................................................................... 4
ELEMENTS Color Palette........................................................................................ . 6 Typography............................................................................................ 8 Primary Logos....................................................................................... 10 Cal Script................................................................................................ 14 California Wordmark........................................................................... 26 Cal Bear................................................................................................... 32 Apparel................................................................................................... 34
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 5
Who is this book for?Anyone at Rec Sports who communicates on the university’s behalf should find this resource helpful and inspiring for telling their unique Berkeley story.
This guide will provide a detailed, well ordered and unified system that helps define the brand identity for the multiple units and groups of Rec Sports.
Our brand identify platform will be an ongoing evolution that will align with the forward thinking approach of the university’s efforts and partnership with Under Armour. For the best result, keep it clean and simple.
VISION
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 7
COLOR PALETTE BLUE
PANTONE 282 C
C100 M90 Y13 K68
R4 G30 B66
#041E42
GOLD
PANTONE 123 C
C0 M19 Y89 K0
R255 G199 B44
#FFC72C
MEDALIST
PANTONE 7550 C
C0 M34 Y98 K12
R224 G158 B25
#DF9E19
WHITE
OPAQUE WHITE
C0 M0 Y0 K0
R255 G255 B255
#FFFFFF
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 9
TYPOGRAPHY
FREIGHT SANS PRO – LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
FREIGHT SANS PRO – BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
FREIGHT SANS PRO – MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
FREIGHT SANS PRO – SEMIBOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
FREIGHT SANS PRO – BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
FREIGHT SANS PRO – BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
GOLDEN BEARS BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 11
COLOR VARIATIONSThe logo can be used in the following color variations:
PRIMARY LOGO
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 13
COLOR VARIATIONSThe logo can be used in the following color variations:
PRIMARY STACKED LOGO
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 15
COLOR VARIATIONSThe logo can be used in the following color variations:
CAL SCRIPT
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 17
PROTECTED AREAThe protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
RE C S P O RT S RE C S P O RT S
x
x
x x
x
Typeface: Golden Bears Bold
CAL SCRIPT REC SPORTS
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 19
PROTECTED AREAThe protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
CA L AD V E NT U RE S
Typeface: Golden Bears Bold
x
x
x x
xCAL AD V E NT U RE S
ArcheryBadmintonBallroom DancingBoxingCyclingEquestrianFencingFigure Skating
HandballHurlingLacrosse (Men’s)
Lightweight CrewIce HockeyRacquetballRoller HockeyRugby (Women’s)
SailingSquash (Men’s & Women’s)
Table TennisTriathlonUltimate Frisbee (Men’s & Women’s)
Volleyball (Men’s)
SPORT CLUBS WITHOUT COLLEGIATE
COUNTERPARTS
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 21
PROTECTED AREAThe protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
A R C H E R Y B A D M I N T O N
x
x
x x
x
Typeface: Golden Bears Bold
SPORT CLUBS WITHOUT COLLEGIATE
COUNTERPARTS
BaseballGolfGymnastics
Lacrosse (Women’s)
Soccer (Men’s & Women’s)
Tennis
Volleyball (Women’s)
Water Polo (Men’s & Women’s)
SPORT CLUBS WITH COLLEGIATE
COUNTERPARTS
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 23
PROTECTED AREAThe protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’. All Sport Clubs with collegiate counterparts are required to use the word “Club” in the following styles.
Volleyball (Women’s)
Water Polo (Men’s & Women’s)C L U B B A S E B A L L C L U B B A S E B A L L
x
x
x x
x
Typeface: Golden Bears Bold
SPORT CLUBS WITH COLLEGIATE
COUNTERPARTS
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 25
PROTECTED AREAThe protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
REC SPORTS
REC SPORTS
CAL SCRIPTREC SPORTS PARTNERS
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 27
COLOR VARIATIONSThe logo can be used in the following color variations:
CALIFORNIA WORDMARK
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 29
PROTECTED AREAThe protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’.
CALIFORNIA WORDMARK
WITHOUT COLLEGIATECOUNTERPARTS
I C E H O C K E Y
T A B L E T E N N I S
x
xx
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 31
PROTECTED AREAThe protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the ‘X’. All Sport Clubs with collegiate counterparts are required to use the word “Club” in the following styles.
CALIFORNIA WORDMARK
WITH COLLEGIATECOUNTERPARTS
C L U B T E N N I S
C L U B BAS e ball
xx
BERKELEY REC SPORTS | BRAND IDENTITY GUIDELINES 33
COLOR VARIATIONSThe logo can be used in the following color variations:
CAL BEAR
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