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Editorial, visual, digital, and social guidelinesCalendar of events

Communications materials

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External Relations and Marketing CommunicationsUniversity Development and Alumni RelationsUniversity of California, Berkeley

Berkeley 150 is the overarching name and theme of our sesquicentennial year, celebrating the charter that established the University of California on March 23, 1868 and its first campus in Berkeley. The charter defined our land-grant mission and set the stage for generations of Cal Bears to serve, to excel, and to transform the world.

Our key objectives:

• Celebrate the greatness of Berkeley while making the case for public higher education.

• Inspire the Cal family to participate in the celebration by generating pride and excitement.

• Honor the university’s history and traditions, as well as its bright future.

• Build public support and momentum to a crescendo, paving the way for a comprehensive philanthropic campaign for UC Berkeley.

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Overview

O F F I C I A L N A M E

Berkeley 150TA G L I N E

150 Years of Light

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Let’s start with the basics

• Embed Berkeley 150 logo/tagline and messaging in your communications.

• Submit public events and timeline entries to 150.berkeley.edu using our Google form.

• Develop social media activities using the #berkeley150 hashtag.

• Layer Berkeley 150 onto your existing donor, alumni, and student events.

• Use gifs from our Giphy channel at giphy.com/uc_berkeley.

• Drop in the Berkeley 150 signature in your email.

• Check your email for campus updates.

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Top ways you can participate in Berkeley 150

F O R P U B L I C AT I O N S

One of Abraham Lincoln’s lasting legacies — a law on using land grants to establish new schools — gave life to our nation’s public higher educational system. On March 23, 1868, the University of California was born. And Berkeley, its first campus, is today the most distinguished public university in the history of higher education. Guided by the motto Fiat Lux, Berkeley has brought new knowledge to light, illuminated solutions for bettering the human condition, and served as a beacon of opportunity for promising young minds and top faculty. Join us to celebrate 150 years of light — and project that light forward, toward the future.

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Sample messaging

VisionBerkeley 150 will build on the history of the university to assert its impact and relevance today and project confidence for the future.

The sesquicentennial is an opportunity to celebrate UC Berkeley, honor our heritage, applaud the innovators who have marked our first 15 decades, and reflect on the university’s future in helping to make our world a better place.

University Development and Alumni Relations is bringing this vision to life with editorial and visual elements that provide an optimistic framework, using tones that evoke pride, affection, hope, lightness, and Berkeley’s unique sense of place and timelessness.

The Berkeley 150 messaging will reinforce Berkeley’s identity and attributes, building on previous efforts ranging from The Campaign for Berkeley to the Berkeley brand and “In This Gen” work.

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Donor-audience positioningWhile Berkeley 150 is not explicitly a fundraising effort, it provides an inspiring framework for talking to donors about Berkeley — its impact and its future. Discussion points include:

• The direct role that private support has played in building the university. Berkeley’s steady climb to excellence has been made possible since the very beginning by generous donors. The first private gift was for an endowed faculty chair in 1872, for example, and a bequest financed the university’s first scientific research facility in 1875. Most of the campus’s early buildings were the result of gifts, and up until 1940, more than half of all our lands and buildings came from sources other than state funds. Most of our newest buildings since the 1980s were made possible partly or entirely by private support.

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• Philanthropy allows Berkeley to build on its core strengths for today and the future. Philanthropy allows the campus to provide access to students, recruit and retain world-class faculty, and advance cutting-edge research for future generations.

• Private support, public mission. The State of California provides only about 13 percent of Berkeley’s annual budget. While philanthropy cannot replace state dollars, it allows Berkeley to fulfill its public mission. Scholarship support from donors, for example, enables the campus to accept students based on their ability to achieve, not on their capacity to pay. A higher percentage of Berkeley undergraduates receive Pell Grants than all Ivy League institutions combined.

• Confidence in the future, based on donor pride and loyalty. Our alumni, parents, and friends care deeply about Berkeley, and their generosity builds on that relationship and their belief in the future of the university. In 2016–17, for example, the campus set a record for gift count, receiving more than 100,000 gifts from donors in a single year.

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Berkeley 150 – Donor-audience positioning

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Calendar of eventsInstead of creating a new level of “one-off” programming, all campus partners are encouraged to layer Berkeley 150 on to existing events and programs for a year of celebrations.

The following high-level, campuswide events will serve as milestones for Berkeley 150:

• Big Give — Thursday, March 8, 2018• Charter Day — Friday, March 23, 2018• Cal Day — Saturday, April 21, 2018• Commencement — Saturday, May 12, 2018• Reunion and Parents Weekend at Homecoming — Friday, October 12 –

Sunday, October 14, 2018• Big Game — Saturday, November 17, 2018

Berkeley 150 – Calendar of events

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Additional programmatic milestones (note that unit celebrations will be added soon):

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• Campuswide information session — Thursday, December 7, 2017

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• 150.berkeley.edu website phase 1 launch — January 2018• Campus banner launch — January 2018• Social media campaign launch — January 2018

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• Brilliance of Berkeley (Los Angeles) — Thursday, February 22, 2018• Berkeley Fellows — Tuesday, February 20, 2018

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• Berkeley 150 Roadshow (Silicon Valley) — Wednesday, March 7, 2018• Big Give — Thursday, March 8, 2018• Berkeley 150 Roadshow (Sacramento) — Thursday, March 8, 2018• Berkeley 150 Roadshow (New York) — Monday, March 19, 2018• 150.berkeley.edu website phase 2 launch — Thursday, March 22, 2018• Charter Day — Friday, March 23, 2018• Berkeley 150 Roadshow (Orange County) — Tuesday, March 27, 2018

Berkeley 150 – Calendar of events

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• Berkeley 150 Roadshow (Los Angeles/Downtown) — Thursday, April 5, 2018• Berkeley 150 Roadshow (East Bay) — Tuesday, April 10, 2018• Berkeley 150 Roadshow (Washington) — Saturday, April 14, 2018• Cal Day — Saturday, April 21, 2018• Berkeley 150 Roadshow (San Francisco) — Tuesday, April 24, 2018• Faculty Research Lectures — Spring 2018• Charter Hill Leadership Roundtable — Spring 2018

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• Berkeley Charter Gala — Thursday, May 10, 2018• Commencement — Saturday, May 12, 2018• Berkeley 150 Roadshow (Los Angeles/Westside) — Wednesday, May 16, 2018

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• Parent Welcomes (California and New York) — date TBD

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• Benjamin Ide Wheeler Society — date TBD

Berkeley 150 – Calendar of events

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A U G U S T 2 0 1 8

• Convocation

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• Builders of Berkeley — Tuesday, October 9, 2018• UC Berkeley Foundation sesquicentennial celebration — Thursday, October 11, 2018• Reunion and Parents Weekend at Homecoming — Friday, October 12 –

Sunday, October 14, 2018

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• Big Game — Saturday, November 17, 2018

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• Winter 2018 Commencement — Sunday, December 16, 2018

The Berkeley 150 logo captures the spirit of the campus across time. It embodies Fiat Lux — Let there be light — UC Berkeley’s official motto. Inscribed in the university seal and on the five-pointed star that adorns Sather Gate, our motto reminds us that it is our duty to make new knowledge and bring it to light … to illuminate the world’s greatest problems and find solutions for bettering the human condition … to be a beacon of opportunity for promising students and top faculty. The logo emanates light to showcase Berkeley’s brilliant history and confident future.

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Logo and usage

BERKELEY

Berkeley 150 – Logo and usage

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The Berkeley 150 logo is available in three colors: metallic gold, blue, and medalist yellow.

0.75” or 80px minimum

Berkeley 150 – Logo and usage

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The Berkeley 150 logo is also available in black and white; the white version has a transparent star.

The logos can be used on either a solid colored or patterned background, as seen below.

Berkeley 150 – Logo and usage

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We have also created a one-line version for instances where space is an issue — predominantly websites and/or pieces that are already heavily branded to your unit. However, we recommend that you use the square logo whenever possible.

1.5” or 140px minimum

Berkeley 150 – Logo and usage

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DON’T:

Don’t make the logo any color other than blue, metallic gold, medalist yellow, black or white.

Don’t place the logo on a background that makes it difficult to read.

DON’T: DO:

Do leave adequate space around the logo; we recommend no less than the height of the “B” in “Berkeley.”

Berkeley 150 – Co-branded logos

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College ofNatural Resources

We have created a series of logo lockups that feature both unit names and Berkeley 150 branding. To request one for your unit, please contact Siobhan Harris at siharris@berkeley.edu.

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Color palette

P R I M A R Y

S E C O N D A R Y A N D A C C E N T

MEDALISTPANTONE 7550 #D19000C 0 M 34 Y 98 K 12R 209 G 144 B 0

METALLIC GOLD PANTONE 874 #8C704FC 39 M 50 Y 73 K 18R 141 G 112 B 78

UC BERKELEY BLUEPANTONE 540#003057C 100 M 57 Y 12 K 66R 0 G 48 B 87

LAP LANEPANTONE 326 #00A598C 81 M 0 Y 39 K 0R 209 G 144 B 0

PANTONE 660 #3062B3C 88 M 50 Y 0 K 0R 0 G 117 B 188

IONPANTONE 381#CFDD45C 23 M 0 Y 89 K 0R 203 G 219 B 37

CALIFORNIA GOLDPANTONE 123 #FDB515C 0 M 32 Y 100 K 0R 255 G 206 B 52

Our color palette is classic, with a contemporary twist. The primary palette of blue and gold evokes a sense of tradition and pride in our heritage, while the secondary colors inspire a sense of whimsy, fun, and excitement for the future.

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Email signatureTo help promote and spread the word with every email you send, use our email signature and link to 150.berkeley.edu.

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#Berkeley150 social media tips

• Look for opportunities to involve your noted alumni and faculty, including:

» Create a video of them wishing us a happy birthday! Be sure to list their name and what they are known for, such as Writer or Olympian, for example.

» Have them post throwback photos of their time at Cal or current pics of themselves on campus or sporting Cal gear. Share their posts from your official account and encourage colleagues to share them, too.

• Use Wayback Wednesday, Throwback Thursday, and Flashback Friday to feature a compelling historic photo on Twitter or Instagram. Develop a specific cadence for posting, such as the first Thursday of each month. Be sure to include the #Berkeley150 hashtag alongside other relevant tags.

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• Tie Berkeley 150 marketing to existing events, such as Cal Day, commencement, and Homecoming.

• Recruit your students, faculty, and staff to post their own #Berkeley150 content, as well as amplify your posts. Encourage them to use gifs from our Giphy channel (giphy.com/uc_berkeley) in social posts, text messages, and emails. To find them, search for Berkeley-related terms, including Go Bears and UC Berkeley.

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Berkeley 150 – Social media tips for campus units

Executive sponsor of Berkeley 150

Colleen RovettiExecutive Director, External Relations and Marketing CommunicationsUniversity Development and Alumni Relations510.643.6486 / rovetti@berkeley.edu

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Contact