On this page:
Brand Rationale
Every brand has a story and a perspective. We curate and craft language that tells our story in a way that is unique to Haas, starting with a rationale. This is a written articulation that expresses the UC Berkeley Haas experience, establishes a brand voice, and sets up brand themes.
This is an internal-facing expression, but it can be used to inspire external messaging.
Brand Pillars
These brand pillars distinguish Haas from the competition and reinforce the brand essence. These pillars take the form of four differentiating strengths and communicate who we are, what we do, and how we do it.
Haasies are a diverse community of extraordinary leaders who challenge assumptions and reframe problems, often not just solving them but creating entirely new possibilities.
We are not leaders who just adapt to change. We are leaders who anticipate change, bending the paths on our journeys, creating what never existed before.
Located at the epicenter of innovation, UC Berkeley Haas is where the entrepreneurial spirit converges with Berkeley’s public mission of excellence.
The West Coast innovators who kicked off an innovation revolution on a global scale influence how we think, what we do, and how we amplify opportunity.
We are builders, risk-takers, and entrepreneurial thinkers who harness technology to build what’s next.
Academic excellence and analytical rigor are the foundation of a UC Berkeley Haas education.
Our Defining Leadership Principles guide us, holding us to a higher standard that couples integrity with intellect. These critical-thinking skills last a lifetime, guiding decisions throughout careers, no matter how business and technology change markets and industries.
Students have transformative experiences here and later transform companies, industries, and society.
Our community’s collective impact is exponentially greater than the impact of any one of us alone.
Haasies show up for one another, which is core to the power of this global network for life. That power multiplies through our connection to UC Berkeley.
Brand Personality
Our brand personality is composed of the characteristics that set UC Berkeley Haas apart from other institutions. It represents how our core values, institutional position, and attitudes come to life. These traits can be expressed verbally (through copy) and visually (through design).
Optimistic
We have an upbeat spirit that is firmly rooted in reality. We see challenges as opportunities to solve problems and make a positive difference, to uplift others, and shape a better future.
Confident
We value excellence in our work and our ambitions. We are grounded and thoughtful, making decisions based on evidence and analysis. This gives us the confidence to act without arrogance and lead through trust and collaboration.
Resolute
We work with unwavering clarity of purpose and firm values, navigating complexity with ambition and intentional action. We are the ones who show up, consistently.
Genuine
We lead with honesty, respect, and insight gained from listening to others with genuine curiosity. Our leadership is rooted in open-mindedness, connection, and accountability.
Courageous
We challenge assumptions and question the status quo. We are bold in our belief that things can be better, and we can be the ones who can make them better. We ask smart questions that can change the course and open up new possibilities.