June 3, 2013
BERKELEY - A new floor design at Haas Pavilion was completed Monday that features the primary elements of Cal's new visual identity, including the new Golden Bear mascot mark at midcourt, the Cal script inside each 3-point arc and the new font and wordmarks for "California Golden Bears" along each baseline.
Over the years, the Haas Pavilion floor has undergone a redesign every 5-6 years to keep its features modern and updated. With the unveiling of Cal's new brand identity in April, this was a perfect time to tinker with the court once again to keep the design elements consistent with the Bears' new uniforms and performance gear.
"We are excited about the new floor at Haas Pavilion," Cal Director of Athletics Sandy Barbour said. "The design enables us to increase exposure of our new visual identity while still maximizing exposure for the traditional Cal script. All of our visual identity elements are important brand assets and we believe this floor maximizes each of them."
The Cal script was moved from midcourt to inside the 3-point arcs to enhance its exposure. Because fans spend the majority of basketball games focused on either half of the court, the script will be seen more often by fans in person and on television.
The addition of the new Golden Bear mascot mark at midcourt is an example of a new trend around the country in which the court is stained to a darker or lighter version of the actual color of the hardwood. The baselines are a perfect spot for the new font and wordmarks for "California Golden Bears," because end lines have much greater width than height.
The Haas Pavilion logo remains the same while the "Pete Newell Court" graphic uses the new Cal font and will be more visible to fans both in person and on television.