Berkeley

The University of California Berkeley is one of the premier schools in America. Its previous logo was commissioned from the renowned type designer Frederic Goudy, who created the University of California Oldstyle typeface for the institution. While the university takes great pride in this rich typographic heritage, the existing identity faced several challenges.

The logo was too thin and calligraphic, making it difficult to pair with the widely recognized Cal logo. Additionally, each school within the university used different logo lockups, creating inconsistencies across the system.

To address these issues, we conducted an in-depth exploration of Goudy’s entire catalog of typefaces. By referencing his full body of work, we were able to synthesize a new design that both honored the university’s legacy and provided a more cohesive visual identity.

The resulting logo system brings much-needed consistency and clarity, unifying the university’s brand and creating a cohesive identity for all its schools.