New logo

for an innovative new group

New brand

within Berkeley brand guidelines

New website

to connect data science researchers


The Berkeley Institute of Data Science (BIDS) needed a new and unique branding and identity system that fit within Berkeley’s existing color palette. We began by exploring broad questions like: What does data science look like? We asked ourselves how far we could push a visual motif that implies big data without being too literal or narrow in focus. Limiting our creative output to paper in order to explore more ideas quickly, we sketched concepts and sought out visual clues.

BIDS branding

Choosing a logo

Sketching yielded a few interesting ideas. We began to digitize some of them and start to explore the typography in Illustrator. From there, we emerged with three distinct design directions, each using a dot-and-line motif. After the first round, we narrowed it down to two design directions. BIDS selected the direction that used concentric, curved lines. We then developed full name and acronym logos using the selected design.

BIDS Logos

"We are thrilled with the site that Chapter Three designed and developed for us! They are extremely thorough and were able to deliver a beautiful site that does everything we were hoping it would."



BIDS members and affiliates have their own profiles which they can maintain themselves. They can connect themselves to other pieces of content on the site, such as:

  • Tools they use on the job
  • Blogs
  • Projects
  • Other Berkeley Labs or Departments
  • Videos
  • Office Hours Appointment Reservation via Appointy
BIDS Profile

Organizing and promoting events

BIDS Reusable blocks 1
BIDS Reusable blocks 2
BIDS Reusable blocks 3

One of the main goals of the BIDS site was to organize and promote events. We developed an events section that is easy to manage and easy for users to navigate. It features an intuitive filtering system so that users can easily find events in their areas of interest. Users can search by event type or topic and easily add events to their calendars and find related events.

Extending the identity to print

We produced a suite of printed collateral to support the new brand including templates for event fliers, infocards, project info sheets and general informational handouts. They were based on the website design, but extended to include stronger use of color and more organic shapes derived from the logo.

BIDS Print
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