UC Berkeley panel advises new academic, athletic branding
A century and a half after the founding of UC Berkeley, campus leaders determined that the name of the world-famous university was too confusing because many people, usually athletes and fans, also called it Cal.
Simplicity was the goal in repairing the problem.
A 19-member task force was convened and an 18page document created. Nearly a year later, the veil has lifted and the recommendations revealed: The university should replace its two old names with two new names.
UC Berkeley, the academic institution, should become “Berkeley,” and Cal, the athletic entity, should be “Cal Berkeley” — although sports teams would remain “Golden Bears.”
The next step, according to the report, is to “employ a ‘deplete and replace’ strategy that prioritizes lower-cost and highestvisibility touchpoints first.”
Simplicity achieved? Chancellor Carol Christ’s cabinet received the recommendations in March, but has not acted upon them yet, said Patrick Holmes, a co-chair of the Berkeley/Cal Identity Task Force.
“No final decisions have been made,” he said. The recommendations “are the subject of ongoing discussion and consideration.”
Unclear, for example, is how much Berkeley might have to pay for the highestvisibility touchpoints. “There are many details yet to be analyzed, including the potential expense,” Holmes said. “We remain committed to finding a path forward that provides consistency and clarity when it comes to the institution’s name, that supports the campus’ community and identity, and that clearly communicates the breadth of the campus’ offerings and comprehensive excellence.”
The report hints, for example, that the very name “Berkeley” could be reconsidered.
“Following the approval of these recommendations, concerns were raised about George Berkeley’s legacy of white supremacy.”
The campus has already “unnamed” five campus buildings, including the former Boalt School of Law, because of the unsavory activities of their namesakes.
Berkeley, an Irish bishop and the university’s namesake, lived from 1685 to 1753. He wrote in support of slavery and purchased “three to five slaves during his brief stay in the New World,” according to research in 2001 by Yale graduate students.
Christ, UC Berkeley’s chancellor, formed the identity task force of students, alumni, administrators and brand experts in September 2022. Although their report was concluded in December, it was delayed many months “to consider new information,” the document says.
In May, the New York Times reported that Trinity College Dublin, in Ireland, would re-name its main library, “the Berkeley,” to end the connection with the white supremacist.
The article also quoted a UC Berkeley spokesperson, Dan Mogulof, who said: “We acknowledge that the university’s founders chose to name their new town and campus after an individual whose views warrant no honor or commemoration.” However, he added, “‘Berkeley’ has come to embody and represent very different values and perspectives.”
Now, though, a note in the task force report says that Berkeley’s vice chancellor for equity and inclusion will lead an “examination of these issues.” However, Holmes said the school is not planning to reconsider the Berkeley name.