Berkeley/Cal Identity Task Force


The Berkeley/Cal Identity Task Force’s charge is to develop a name framework for the campus. The task force is to examine the various names used formally or informally to identify the campus and to determine when and how these names should be used moving forward. Names currently used to identify the campus include “University of California, Berkeley,” “UC Berkeley,” “Cal,” “California” and “Berkeley.”

The task force’s tasks are as follows:

  • Review available data regarding the brand equity of the various names and marks currently in use.
  • Review relevant best practices regarding branding and naming.
  • Engage appropriately with relevant stakeholders, including: alumni, current students, faculty and staff, prospective students, donors and sponsors and peer institutions.
  • Consider the implications of any changes to the way the campus is identified, including: national and international reputation; community pride and traditions; alumni and donor relations; faculty, staff and student recruitment and retention; licensing and sponsorship agreements; and budget.
  • Develop a naming framework for identifying the campus moving forward.

Charge Letter from Chancellor Carol T. Christ

Task Force Membership

Patrick Holmes, Co-ChairExecutive Director of Communications & Marketing, Communications & Public Affairs
Oliver O'Reilly, Co-ChairVice Provost for Undergraduate Education
Julie ConnerDeputy Campus Counsel, Legal Affairs
Cameron DeptulaUndergraduate Student
Jay DillonExecutive Director of Alumni Relations, UDAR
Ty-Ron DouglasAssociate Athletics Director, Diversity, Equity, Inclusion, Belonging & Justice
Markeisha EverettChief Marketing and Communications Officer, Athletics
Neil FreeseCreative Director, Communications & Public Affairs
Khira Adams GriscavageAssociate Chancellor and Chief of Staff, Chancellor's Immediate Office
Diana HarveyAssociate Vice Chancellor, Communications & Public Affairs
Eryn HongAssociate Director of Brand Protection
Elisa Diana HuertaInterim Senior Director, Centers for Equity & Inucational Justice & Community Engagement, Division of Equity & Inclusion
Sarah JuckniessSenior Director of Marking and Communications, Cal Alumni Association
Richard LyonsChief Innovation and Entrepreneurship Officer
Bahar NavabAssistant Vice Chancellor and Chief of Staff, Division of Student Affairs
Bill PearceContinuing Professional Faculty, Haas School of Business
Jennifer Simon O'NeillChief of Staff, Athletics
Colleen RovettiExecutive Director, External Relations and Marketing Communications, UDAR
Mary Ann SmartVice Chair/Chair, Berkeley Division, Academic Senate


The Berkeley/Cal Identity Task Force was formed in September 2022 and charged with developing a name framework for the campus. The task force met five times in the summer and fall of 2022 and completed its work in December 2022. The chancellor's cabinet reviewed the recommendations in March 2023. The release of the task force report was delayed to consider new information. The task force met again in July 2023 and affirmed its original recommendations.

A project team led by the executive director of communications & marketing and guided by the Brand Advisory Committee is exploring options for implementing the task force's recommendationsNo final decisions have been made and there are many details yet to be analyzed.

Recommendation #1

Adopt a unified campus brand strategy and framework that allows the Berkeley and Cal identities to coexist in an interconnected ecosystem. The framework should include common elements such as colors, graphics and typography that establish unity across all campus contexts.

Recommendation #2

Evolve and elevate Berkeley as the principal campus brand. Lead with Berkeley in academic, administrative, auxiliary, community, development and student life contexts, especially in naming campus units. Update the logo to reflect this change and look for ways to establish a visual connection to the athletics identity.

Recommendation #3

Shift the athletics identity to Cal Berkeley in both name and logo. Develop a visual identity that clearly communicates this shift.

Recommendation #4

Define ways for Cal and Golden Bears to be used for community building within Berkeley contexts. Cal and Golden Bears may be used when naming athletic/fan offerings but not when naming institutional offerings.

Recommendation #5

Develop an implementation plan that drives impact but minimizes cost. Employ a “deplete and replace” strategy that prioritizes lower-cost and highest-visibility touchpoints first.


If you have questions, comments, or suggestions for the task force, please contact: