Brand
The mark is two halves of one circle. On the left, a person's judgement. On the right, an algorithm's advice, set a step lower: close, not yet the same. Lining them up is what the lab studies.
The mark
Two halves, one step apart
Each half is a semicircle of radius 10. They sit 1.4 apart, and the right half drops by 6, three tenths of its height. Every brand file is generated from those three numbers.
The logo
The mark, then the name
The mark stands as tall as the b in the name and sits one ring's radius away from it. The name is drawn from one circle and one stem, so every letter shares the same curve and weight.
Berkeley Operations and
Behavioral Analytics Lab
Space and size
Give it one radius of room
Keep clear space around the logo equal to the radius of one half of the mark. Use the full logo at 80 pixels wide or more, 20 mm in print. Below that, use the mark alone, down to 16 pixels.
Colour
Blue for the person, pink for the algorithm
The two halves always keep their colours: blue on the left, pink on the right. The other research colours belong to figures and posters, never to the mark.
- Person blue
#4F6FC4Left half of the mark. Also the Algorithmic Advice direction. - Algorithm pink
#C77493Right half of the mark. Also the AI at Work direction. - Ink
#000000The name, headlines and text. - Eggshell
#FDFCFCPage background. - Cream
#F5F3F1Panels, cards and posters. - Learning green
#5E8C55Learning on the Job direction. Research figures only. - Platform orange
#C0773APlatform Work direction. Research figures only.
Type
Three faces, one job each
Headlines in Schibsted Grotesk, text in Inter, numbers and labels in Geist Mono. All three are free on Google Fonts.
How people learn to work with algorithms
We run field studies and experiments on gig platforms, AI at work and algorithmic advice, and design systems people actually learn from.
n = 1,204 drivers, 2024 to 2026
The name
Logo in lowercase, name in capitals
The logo reads bobalab in lowercase. In text, write BOBALAB in capitals, and give the full name, Berkeley Operations and Behavioral Analytics Lab, the first time it appears in anything formal. Never split it as Boba Lab, and keep tea and pearls out of the imagery.
Please don't
Six ways to break it
The offset carries the meaning, so most mistakes come from losing it.
- Lining the halves up
- Swapping the colours
- Turning it
- Outlining it
- Closing the gap
- Stretching it
Files
Download the logo
Vector files for anything that can take them, PNG for the rest. The colour logo on a light background is the default.
- Logo, colour
bobalab-logo.svgFor light backgrounds. The default. - Logo, on dark
bobalab-logo-on-dark.svgColour mark, white name. - Logo, black
bobalab-logo-black.svgOne-colour print, fax, embossing. - Logo, white
bobalab-logo-white.svgOne colour on photos or dark fills. - Formal lockup
bobalab-formal.pngWith the full name, for posters, slides and partner pages. - Formal lockup, on dark
bobalab-formal-on-dark.png - Mark, colour
bobalab-mark.svgWhere the name is already present, or as an avatar. - Mark, black
bobalab-mark-black.svg - Mark, white
bobalab-mark-white.svg - App icon
app-icon.svgThe mark on cream. Also icon-512.png and icon-192.png. - Favicon
favicon.svgAlso favicon.ico and favicon-16, 32 and 48 png. - Social card
og-image.png1200 by 630, used when a link to the site is shared.
