University of California introduces a modern logo

If this actually catches on, I'll eat my hat, but from where I'm standing it's one of the worst logos I've ever seen. It's unclear in meaning and borders, uses gradients poorly, and isn't balanced.

Instead of replacing everything, the new logo is used only for advertising materials, while the old logo remains on the diplomas.

p.s the new logo looked horrible once it was introduced, but a year later most people don't mind it; though it left a really bad impression on the student body as the university decided to pretty much ignore the popular opinion

pew pew

However, I attempted to figure out what the symbolism in the logo was supposed to be. Disregarding the "fresh, hip, and modern" style that they were going for, I can definitely see how this could have been pitched. From my analysis, the U is supposed to subtly be shaped as a book and the C is supposed to be a loading sign... It's symbolically loading knowledge.

Regardless of the symbolism, my opinion is that it is painfully ugly and not representative of the UC system. If the regents were democratic, I would definitely vote to throw it out.

Edit: I didn't actually see the associated video before posting. [1] At least the book symbolism shined through without knowing that first. That's one plus, I suppose.

[1] http://vimeo.com/53530934

Did they run a competition for student and professor entries at their various schools?

It does look nicer than the DeVry shield it pays homage to. http://www.gmkfreelogos.com/logos/D/img/DeVry_Education_Shie...

Basically, the previous wordmark could have not even existed and no one would have complained.

1. http://www.underconsideration.com/brandnew/archives/ic_uc_we...

Consider the French government logo:

http://en.wikipedia.org/wiki/File:Logo_de_la_R%C3%A9publique...

Their new slogan tops the cake: "Whether you know it or not, the University of California, or a UC grad, has probably played a part in your day."

"Thank you again for all your thoughtful comments and feedback. To clarify: this new visual approach DOES NOT replace the historic UC systemwide seal. We love the seal. The seal will still be used in all formal systemwide communications, on diplomas, official regental and presidential communications, and other formal applications.

"The two symbols serve very distinct roles. To preserve their gravitas, many of our campuses, and other universities across the country have limited use of their official seals in similar ways. It also does not replace the individual identities of each of our UC campuses. It gives our campuses and others a simple, distinct way to reference the system as a whole.

"We looked at many different solutions, but felt that building off the seal was a great way to honor our history, while also pointing to our strong tradition of pioneering innovation. We’ve done considerable testing on the overall approach, and have generally heard very positive feedback."

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To me, the new logo looks cheap and flashy, instead of timeless. Universities are some of the only long-lasting institutions that we have, and this new visual style has zero life in it.

Someday, we'll look back at this logo like we look back at bellbottom jeans and denim jackets.

Honestly who came up with this idea.

Need to stock up on my alumni clothing before this hits the stores. Bleh.

As a side note, that video is really stupid. It seems like they're trying to show how the new logo evolved form the old logo, but in the video they handwave away all the old parts and then trace around the book in the center, but only use one random edge of the book shape. WTF? Why even pretend that's where the top edge of the new logo came from. this whole thing is a disaster. Seriously. What the fuck.

of course not... because they're eager to sell out the people to the banksters. instead of creating a political push for more funds from the state, they are pushing to get more private donations. it's the wrong way to go.

https://www.facebook.com/UCAlumniAgainstNewLogo

But a quote on one of the subsequent sites in the comments (from UC's creative director) makes their case:

"Previously, the UC system only used its seal as its primary visual identifier, where it was abused with impunity. . . this is less of a rebranding exercise, but instead the creation of a coherent, consistent, and relevant brand identity where before there was none."

This actually makes sense to me.

The UC system has always been intimately connected in name, but disconnected in culture and practice.

So visual execution of the logo aside, pushing to have a unified brand in front of the millions of eyeballs that are exposed to the UC system every year is a pretty damn smart move from a branding perspective.