The Fung Institute Brand Identity Toolkit explains the basic usage rules for all identity elements and how to utilize them to create powerful and consistent communications pieces, while at the same time strengthening the Fung Institute brand.
When referring to the institute as a whole, please use the Fung Institute logo:
Please make sure “FOR” is on the first line. This is the incorrect version:
You may also use the FI mark:
If you would like to pair the Fung Institute with the College of Engineering logo, you may access the Berkeley Engineering logo here. You can also pair the Fung Institute logo or Berkeley MEng wordmark with the “gear bear.”
Berkeley MEng Wordmark
The tessellation pattern represents the idea of connection/networking and adds texture and depth when overlaid onto photography. The tessellation pattern should always be black, set to 20 percent opacity in Adobe Creative Suite®. Other graphic elements may be found on brand.berkeley.edu.
The Berkeley color palette has two layers: primary and secondary palettes, each with its own subgroupings of colors. These color palettes have been modified for use online. Six of the original brand colors—Founder’s Rock, Medalist, Lap Lane, Soybean, Pacific and Bay Fog—have been altered subtly to insure web accessibility. It is important to maintain a sense of hierarchy, balance and harmony when using the Berkeley color palette. Our color system is extremely flexible, but exercise restraint. Unique and exciting color palettes can be created from as few as three or four colors in addition to the primary Berkeley palette.
Adobe Swatch Exchange (ASE) files
InDesign, Illustrator and Photoshop all support the exchange of colors via ASE files. Load these color files to your program to easily access the Berkeley color palette. Download ASE files. | Download ACO files.
CMYK 97 | 62 | 28 | 15
CMYK 76 | 34 | 21 | 0
CMYK 0 | 32 | 100 | 0
CMYK 0 | 69 | 98 | 12
CMYK 0 | 98 | 46 | 0
CMYK 1 | 85 | 88 | 0
CMYK 11 | 68 | 95 | 62
CMYK 5 | 11 | 8 | 12
CMYK 79 | 0 | 6 | 5
CMYK 45 | 25 | 16 | 59
CMYK 25 | 2 | 30 | 4
CMYK 23 | 0 | 89 | 0
CMYK 17 | 0 | 88 | 39
CMYK 40 | 40 | 80 | 55
Web Gray Palettes
Freight is an Open Type font family made up of three styles, each with six weights and an extensive character set. Each style includes small capitals, fractions, standard ligature, lining and oldstyle figures, and more. The Freight family supports over 90 languages. The University has an institutional font license covering these sites. See brand.berkeley.edu to request access to the fonts.
Berkeley branded fonts
Fung Institute branded font
Alternative Web Font
Open Sans is recommended as the free web font alternative to Freight Sans. Commissioned by Google and optimized for web and mobile interfaces, Open Sans has excellent legibility characteristics in its letterforms. Like Freight Sans, it is a humanist sans serif typeface with a friendly appearance. Open Sans is downloadable free of charge at Font Squirrel.
Fung Institute staff are encouraged to use the following template for their email signature:
- Contact Info
- Gender pronouns
- Berkeley 150 logo, link to: https://150.berkeley.edu/
- Social media and website links
Director of Academic Capstone Experience
Fung Institute for Engineering Leadership
UC Berkeley College of Engineering
2451 Ridge Road, #330 | Berkeley, CA 94709
Gender pronouns: he/him/his
Please use the following event templates in Adobe Illustrator to create directional and table-top signage for your events.