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Logo
Haas students, faculty, staff, and alumni chapters may use the UC Berkeley Haas logo on any official Haas-related communications and custom merchandise (except items for commercial resale). To ensure clarity and consistent representation of our brand identity, please adhere to the color options, usage guidelines, and usage policy outlined below when using the UC Berkeley Haas logo.
Other Logo and Background Pairings
To ensure clarity and consistent representation of our brand identity, we recommend using the approved background and color pairings listed above whenever possible.
When you must place the logo on a background other than the standard Haas Blue, white, or California Gold, choose the logo color option that provides the highest contrast against the background. Use the Haas Blue logo on white or light neutral backgrounds for maximum legibility. On dark backgrounds, use the white or California Gold and white logo.
Avoid placing the logo over photography, textures, or colors that reduce readability or compromise brand integrity. Always prioritize contrast and simplicity so the logo remains clear, confident, and unmistakable.
Color Options
Gold & White on Blue
Use the gold and white (two-color) logo on a Haas Blue background. We recommend using this color option whenever possible.
White on Blue
Use the white logo on a Haas Blue background.
Blue on White
Use the blue logo on a white background.
Blue on Gold
Use the blue logo on a California Gold background.
Don’t type the logo.
Do not under any circumstances attempt to match these letterforms using type, no matter how similar the result may appear.
Don’t alter the logo.
Maintain the aspect ratio when resizing, to avoid inadvertently stretching the logo horizontally or vertically. Don’t place a box around the logo.
Don’t use the UC Berkeley Haas wordmark to create your own logo.
Generally speaking, sub-logos are not necessary. We recommend using the school’s official logo and typing your group’s name in the document. If you need a logo for your group or program, contact Haas MarCom to request a lockup.
The UC Berkeley Haas logo is the property of the State of California and may not be used to imply—either directly or indirectly—the Haas School’s endorsement, support, favor, association with, or opposition to an organization, product, or service without the permission of the school. These images are also protected by trademark and copyright law.
- These images may not be used for private, non-university purposes, including private professional activities, outside consulting or commercial activities.
- Use on websites is restricted to official departmental websites and student clubs. The logo may not be used on personal websites.
- Use of the university’s name and Haas name by other independent organizations and groups is prohibited.
If there is a possibility that the use of these graphics might be construed to imply university endorsement, support, favor of, association with, or opposition to any activity, program, event, policy, political and/or social movement, product, service, candidate for political office, or the like, said organization, group, or individual employee must first consult with the UC Berkeley Office of Business Contracts and Brand Protection (BCBP).
If you wish to use the university’s name, logos, landmark representations, slogans, trademarks, or other insignia in any promotional activity, such as film/television productions, advertising, press releases, marketing communication materials, or on websites, you must first consult with the UC Berkeley Office of Business Contracts and Brand Protection (BCBP).
- Contact BCBP or
- Complete the Trademark Use Request Form
Program lockup logos—in which the UC Berkeley Haas logo is arranged with the program name—are designed specifically for use on promotional merchandise. They are not meant for electronic or print communications, where the official UC Berkeley Haas logo should always be used.
Primary Colors
Haas Blue
HEX #003057
RGB 0 / 48 / 87
CMYK 100 / 55 / 0 / 55
PMS 540 C
California Gold
HEX #FDB515
RGB 253 / 181 / 21
CMYK 0 / 24 / 94 / 0
PMS 123 C
Secondary Colors
White
HEX #FFFFFF
RGB 255 / 255 / 255
CMYK 0 / 0 / 0 / 0
Light Gray
HEX #F2F2F2
RGB 242 / 242 / 242
CMYK 4 / 2 / 2 / 0
Medium Gray
HEX #808080
RGB 128 / 128 / 128
CMYK 52 / 43 / 43 / 8
Dark Gray
HEX #434545
RGB 67 / 69 / 69
CMYK 52 / 43 / 43 / 60
When using our brand colors for text, ensure that there’s sufficient contrast between the text and the background. The following color combinations meet accessibility requirements (WCAG 2.0, Level AA) for color contrast:
- Haas Blue text on white background
- white text on Haas Blue background
- California Gold text on Haas Blue background
- Haas Blue text on California Gold background
- dark gray text on white background
- dark gray text on California Gold background
Use a color contrast checker to check other color combinations for accessibility.
Fonts
Consistent use of brand fonts will help build an immediately recognizable identity for UC Berkeley Haas over time. The Haas brand is communicated through three brand fonts, two of which are university brand fonts (Barlow and Inter). The third, Larken, is an elegant, modern serif typeface that was selected specifically to represent the Haas brand.
- Larken (primary): Use for brand moments and headlines.
- Barlow (secondary): Use for subheads—or for headings when Larken is not available.
- Inter (tertiary): Use for subheads and body copy.
When all brand fonts are not available or cannot be used, the best alternatives are Arial and Helvetica. In Gmail, select “Sans Serif.”
How to Download our Brand Fonts
Larken
Larken is only available for use in desktop software applications, such as Microsoft Word, PowerPoint, and Photoshop. It can’t be used in the Google Workspace. When working in Google applications such as Google Slides and Docs, use Barlow for headings instead of Larken.
When you add Larken to your computer from Adobe Fonts, it will appear in the font menus of all your desktop applications.
