UC Berkeley Haas School of Business
New branding for the new California economy

Redbull
Game connects event with fans

Berkeley-Haas-Collateral-03

Berkeley Haas Branding
To take into the next era of business innovation

Redbull 400 Game
From real event to digital game

UC Berkeley Haas School of Business asked us to provide a new brand identity system to take the school into a new phase of it's long and notable history.

Role:  Creative Direction / Logo Design System / Collateral Design

BerkeleyHaas-Round1-Modern

We started by exploring a variety of new type and icon approaches to provide Berkeley Haas with a more modern approach to a business school identity. We also attempted to reduce the number of words in the brand to create a more minimal contemporary design.

The engaging Japanese-language game simulates the actual Red Bull-sponsored running race up an Olympic ski jump in Sapporo, Japan. Players need to complete the challenging course within 40 seconds to be able to enter a sweepstakes to win a chance to go to Austria for the Red Bull 400 in that country.

BerkeleyHaas-Round1-Symbols

We started by exploring a variety of new type and icon approaches to provide Berkeley Haas with a more modern approach to a business school identity. We also attempted to reduce the number of words in the brand to create a more minimal contemporary design.

The engaging Japanese-language game simulates the actual Red Bull-sponsored running race up an Olympic ski jump in Sapporo, Japan. Players need to complete the challenging course within 40 seconds to be able to enter a sweepstakes to win a chance to go to Austria for the Red Bull 400 in that country.

It was decided that the brand should follow a more classic approach while being updated and contemporary. We designed a new seal for the school and combined it with an updated logotype.
 

The engaging Japanese-language game simulates the actual Red Bull-sponsored running race up an Olympic ski jump in Sapporo, Japan. Players need to complete the challenging course within 40 seconds to be able to enter a sweepstakes to win a chance to go to Austria for the Red Bull 400 in that country.

Choosing a legacy logo
A symbol of  CA to capture the essence of Haas.

Making new connections
A design strategy to attract younger fans through gaming .

BerkeleyHaas-Seals
Berkeley-Haas-dots

The 58 dots around the seal represent the 58 counties of California. We paired the new seal with the classic Berkeley typeface to represent the larger university that Haas is a part of.

iiD-BerkeleyHaas-Final-Markup
Berkeley-Haas-Collateral-01-1

Get in touch by email
Call us at 415.361.9584

Get in touch by email
Call us at 415.361.9584

25 Fairmount St
San Francisco, CA 94131

25 Fairmount St
San Francisco, CA 94131

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