After 144 years, officials at the University of California have decided to radically update their branding by replacing an old Victorian seal with modern logo.
The new logo almost completely ditches the old design. Only the shape of the open book at the top of the new logo gives a hint at its predecessor. The dramatic change has prompted a lot of criticism. The gradient C has been compared to a spinning cursor, a flushing toilet, an unfinished fingerpainting, etc. Others criticize the various color schemes which use pastels, as too childish for an institution where serious study takes place. Though the new logo does have some supporters.
Opponents have created an online petition and a Facebook page (with over 5000 Likes to date) in an attempt to stop the adoption of the logo, which they say "loses the prestige and elegance of the current seal."
The following video was produced to explain the design process and promote the virtues of the new logo.
University of California Identity from University of California on Vimeo.
What do you think?
This article was last modified on January 6, 2023
This article was first published on December 11, 2012
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