New thinking for the new California economy

UC Berkeley Haas School of Business asked us to provide a new brand identity system to take the school into a new phase of it's long an notable history.

Berkeley Haas
Berkeley Haas Round 1

We started by exploring a variety of new type and icon approaches to provide Berkeley Haas with a more modern approach to a business school identity. We also attempted to reduce the number of words in the brand to create a more minimal contemporary design.

We started by exploring a variety of new type and icon approaches to provide Berkeley Haas with a more modern approach to a business school identity. We also attempted to reduce the number of words in the brand to create a more minimal contemporary design.

Berkeley Haas Round 1

We also explored more modern design approaches to classic UC Berkeley icons including Sather Tower, The California Bear and the Book and Star element.

Berkeley Haas Round1 Symbols

It was decided that the brand should follow a more classic approach while being updated and contemporary. We designed a new seal for the school and combined it with an updated logotype.

Berkeley Haas Seals
Berkeley Haas dots

The 58 dots around the seal represent the 58 counties of California. We paired the new seal with the classic Berkeley typeface to represent the larger university that Haas is a part of.

Berkeley Haas Final Markup
Berkeley Haas Collateral Flag
Berkeley Haas Collateral 02
Berkeley Haas Collateral 03

Project

Design of a new brand identity for one of the worlds leading business schools.

Services

Design Strategy, Graphic Design, Type Design, Icon Design, Collateral Design

Results

An updated brand system to take the school into a new phase of it’s long an notable history.

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