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

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

TABLE OF CONTENTS


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

VISION


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

COLOR PALETTE


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

TYPOGRAPHY


TYPOGRAPHY

FREIGHT SANS PRO – LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

FREIGHT SANS PRO – BOOK


FREIGHT SANS PRO – MEDIUM


FREIGHT SANS PRO – SEMIBOLD


FREIGHT SANS PRO – BOLD


FREIGHT SANS PRO – BLACK


GOLDEN BEARS BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

PRIMARY LOGO


COLOR VARIATIONSThe logo can be used in the following color variations:

PRIMARY LOGO

PRIMARY STACKED LOGO



PRIMARY STACKED LOGO

CAL SCRIPT



CAL SCRIPT

CAL SCRIPT REC SPORTS



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

CAL SCRIPT REC SPORTS PROGRAMS



CA L AD V E NT U RE S


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



A R C H E R Y B A D M I N T O N

x

x

x x

x


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


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


SPORT CLUBS WITH COLLEGIATE

COUNTERPARTS

CAL SCRIPTREC SPORTS PARTNERS



REC SPORTS

REC SPORTS

CAL SCRIPTREC SPORTS PARTNERS

CALIFORNIA WORDMARK



CALIFORNIA WORDMARK

CALIFORNIA WORDMARK

WITHOUT COLLEGIATECOUNTERPARTS



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

CALIFORNIA WORDMARK

WITH COLLEGIATECOUNTERPARTS


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

CAL BEAR



CAL BEAR

CAL BEAR LOGOCOMBINATION


CAL BEAR LOGOCOMBINATION

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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