Encelia californica, also known as the California Brittlebush. You can extend the bloom season by deadheading religiously. The shrubs will get hundreds of flower heads at the same time. It is a daisy, or sunflower, or aster, depending on if you prefer to call the Asteraceae Family the Aster, Sunflower or Daisy Family. I usually call it the Daisy family since the flowers are all, clearly, daisy flowers.
It will survive most Berkeley winters, but is short lived regardless, so mix it in with your ceanothuses and your echeverias for maximum effect.