Branding
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.
Berkeley Brand Guidelines
For further brand support and training, please refer to the campus brand website.
The Berkeley color palette has multiple layers: primary and secondary palettes, each with its own subgroupings of colors. These color palettes have been modified for use online.
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.
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Berkeley Blue Hex #002676 CMYK 100 | 91 | 22 | 14 |
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California Gold Hex #FDB515 CMYK 0 | 32 | 100 | 0 |
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White Hex #FFFFFF CMYK 0 | 0 | 0 | 0 |
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Blue Dark Hex #010133 CMYK 96 | 91 | 42 | 62 |
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Gold Dark Hex #FC9313 CMYK 0 | 55 | 100 | 0 |
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Green Dark Hex #00553A CMYK 100 | 38 | 87 | 38 |
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Rose Dark Hex #770747 CMYK 39 | 100 | 45 | 27 |
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Purple Dark Hex #431170 CMYK 85 | 100 | 18 | 13 |
Fung Institute staff are encouraged to use the following template for their email signature:
Standard Information:
- Name
- Title
- Organization
- College
- Address
- Contact Info
Optional add-ons include:
- Gender pronouns
- Program Logo: Fung Institute or Berkeley MEng or Fung Fellowship
- Social media and website links
Example:
Alexandre Beliaev, PhD
Director of Academic Capstone Experience
Fung Institute for Engineering Leadership
UC Berkeley College of Engineering
2451 Ridge Road #330 | Berkeley, CA 94709
(510) 642-0623 | alexb@berkeley.edu
Gender pronouns: he/him/his
The current UC Berkeley typography guidelines and approved fonts are available through the berkeley brand site.
Berkeley branded fonts
Default Fonts
In instances where Inter and Source Serif aren’t available, use Arial or Times as alternative fonts.
The Berkeley MEng wordmark should be used when referring solely to the Berkeley Master of Engineering program. The colors used are Berkeley Blue (#002676) and California Gold (#FDB515).
Primary (Horizontal) Logo – Full Language
PNG: full color | blue | two-tone blue| gold | white
EPS
Horizontal MEng Abbreviated:
PNG: full color | blue | gold | white | white and gold
Stacked – Full Language
PNG: blue | two-tone blue | full color | gold | white
Stacked – MEng Abbreviated
PNG: full color | blue | white and gold | white | gold
EPS
Fung Institute
Berkeley MEng
Fung Fellowship
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When ordering promotional merchandise bearing the Fung Institute, Berkeley MEng, and/or Fung Fellowship wordmark, certain policies and royalty fees may apply.Please note the information below in order to ensure a smooth ordering process and compliance with university licensing rules.
Purchase from University-Approved Licensees
You must use a vendor that’s a university-approved licensee when purchasing merchandise bearing any university mark for any purpose. This policy applies to all promotional items, including t-shirts for conferences, water bottles for giveaways, backpacks for students, etc.
Approved licensees provide ethically-sourced products and abide by guidelines designed to protect and promote the use of the university’s logos, name, seal, wordmarks, and landmarks.
If you already have a vendor you’d like to order from, but are unsure if they are a licensee, check the full list of licensees (PDF). The licensing program is managed by the Cal Athletics Licensing Office. Royalty fees of 15% may apply to your order, depending on the nature of the product and its intended use. Your vendor will check with the licensing office and let you know whether the royal fee applies.
There is no full- or part-time PR specialist, so these responsibilities are shared between the director and other team members. Therefore we need to be strategic about how we deploy our resources. However, we would like to respond to all requests if we can. If we are not able to assist with a press release or writing a story, we can at least to share your news on one of our social media channels or add your story idea our feature or use at a later date.
These are the general topics we would like to cover via writing a news story on the website:
- A grant award that is a significant amount of money or for an interesting or unique study
- A recently published or soon-to-be published research paper (if the findings are particularly newsworthy, we will first pitch to campus Public Affairs if there is enough lead time)
- An award or honor you received or an appointment to a distinguished association or leadership position
- Student accomplishments or honors
- A commentary in a journal on a hot topic in public health
To write a story about a study, we need access to or a PDF of the draft or embargoed paper—minimally we would need the abstract.
The campus Public Affairs office will also help promote our stories externally. They have a higher standard for what they will take on as newsworthy and they prefer several weeks of lead time before a study is published. If you have stories to share, you can contact Public Affairs directly, but it is recommended to first touch base with the communications team at funginstitute@berkeley.edu. They can help you determine the best way to pitch your story to campus and/or other possible strategies to disseminate. If you do contact campus directly, please also cc: the communications team.
Please visit the campus News and Media Relations page to see what communications channels they manage and Public Affairs handouts for more resources (must use CalNet to access).
Please check out the Media Training for Academics resource. This free, self-paced online course to help you gain the media skills to effectively communicate your work to the public. The course is driven by a series of short videos and exercises covering topics including:
- What makes news
- How to identify, develop and deliver your messages
- What to do when a reporter calls
- Preparing for on-camera interviews
- Writing and pitching an op-ed, blog, or social media piece
- How to set up professional-style video-call interviews
Submitting an op-ed to the LA Times
- Don’t Be Boring: You have to hook the reader in the first paragraph, so get something interesting right at the top.
- Be Accessible: Write for the average reader. Think about it like you’re making your case at a dinner party. Try to avoid acronyms and legalese as much as possible.
- Be Timely: Find a news hook. If you know something is coming up, like a SCOTUS decision, write the majority of the piece ahead of time, update it quickly and email it in ASAP. Sometimes a great Op-Ed doesn’t get published because they ran with something that came in sooner.
- Pro Tip: Bring yourself into the piece. Pieces that have a first person element do vastly better over all. Humans want to read about other humans.
- Take a stand: Facts are not enough and it can’t just be a report on your research. What is your opinion? If you read something and you can’t wait to tell somebody, that’s interesting.
- Length: 600-750 words max
- Bylines: no more than 2 authors
- Submitting: sending to the main email address (ex: oped@latimes.com) guarantees your submission is read quickly. A team of editors has access to those emails and everything gets read. Don’t pitch an idea – send completed work and they will edit as needed.
- Newer faculty members: don’t be afraid to put your voice out there! There’s a misconception that publishing Op-Eds could be a barrier to tenure, when in fact they raise the visibility of the scholar and the school and show you’re interested in application in the world, which is often viewed as a plus in the legal academy.
Communications channels
The Fung Institute Marketing and Communications team manages the following publications and platforms:
Fung Institute News
The newsletter for current students, alumni, and friends of Fung Institute is shared once a month to an email list of more than 5,000. Sign up for FI News.
Social Media
We share news, media mentions, event photos, and other items of interest on the following channels. Nominate yourself or someone for the Fung spotlight series.
Websites
We publish news stories, research highlights, student, staff, and faculty honors, and media mentions on a rolling basis on the Fung Institute and Fung Fellowship websites.
Fung Institute/Master of Engineering #BerkeleyMEng
Fung Fellowship: #FungFellows #MoreThanYourMajor
Editorial Style Guide
This editorial style guide establishes house rules for language use including punctuation, spelling, and formatting. It aims to ensure consistency across Fung Institute communications, whether in print form, on the web, or for social media.
Other resources:
