The Berkeley-Haas Brand
Guidelines for Using Berkeley-Haas
Berkeley-Haas is an acceptable shorthand way of referring to the Haas School of Business at the University of California, Berkeley. Its use is encouraged wherever it makes sense, both in written and oral communications. Berkeley-Haas is particularly well suited for external use (that is, outside of campus), where the name Haas is not as well known as UC Berkeley. Over time, its use will help increase the name recognition of the Haas School of Business, especially outside the Bay Area.
Try using Berkeley-Haas to see where it works best. The Office of Marketing and Communications will be monitoring the use of Berkeley-Haas and can consult with you on any questions you may have about its use.
Berkeley-Haas offers an effective way to tap the power of the internationally recognized UC Berkeley brand while at the same time building up the brand of the Haas School.
By integrating Berkeley-Haas into our vocabulary, we now have a shorter, uniform way of referring to the school that references both the school and larger university.
Managers may consider whether or not to adopt Berkeley-Haas for the names of existing or new programs. There is no mandate to change names, although some managers have opted to do so. Please consult with MarCom if you have questions.
Berkeley-Haas must be hyphenated, with only the initial letters “B” and “H” capitalized.
In written communications, Berkeley-Haas should only be used in text following introduction of the formal name of the school: Haas School of Business, University of California, Berkeley. Do not use it as the initial reference to the school.
Do not refer to the name of the school as the Berkeley-Haas School of Business in writing. The proper use is just Berkeley-Haas (after the full name of the school and university has been introduced earlier).
Berkeley-Haas may be used only within regular text — no italics or quotation marks.
Email signatures should not use Berkeley-Haas — only use the formal name: Haas School of Business, University of California, Berkeley.
The official logo/wordmark of the school remains the same:
There is no official logo/wordmark for Berkeley-Haas at this time. One will be developed in the future. (A graphic version of a Berkeley-Haas wordmark/logo is being tested on the school’s iPhone app.)
In oral communications, Berkeley-Haas works best following introduction of the formal name of the school: Haas School of Business, University of California, Berkeley. Avoid using it as the initial reference to the school.
For internal Haas community events, using the name Haas, or interspersing Haas and Berkeley-Haas, is okay. Use your judgment.