UC drops controversial new logo

UC logoAfter a firestorm of criticism, the University of California will suspend the use of its new, modernistic logo, officials said Friday.

The move, first reported by the Los Angeles Times, comes after an online revolt complete with mocking memes, Twitter insults and a petition to restore the old logo.

“While I believe the design element in question would win wide acceptance over time, it also is important that we listen to and respect what has been a significant negative response by students, alumni and other members of our community,” Daniel M. Dooley, UC’s senior vice president for external relations, said in a statement Friday morning.

Opponents had complained loudly that the graphic –a large U containing a fading C at the bottom — was demeaning to the university. They lobbied for UC to fully restore the use of its traditional seal, with its “Let There Be Light” motto, a drawing of an open book and the 1868 date of UC’s founding.

Dooley defended the new logo and said critics had latched on to “an unfortunate and false narrative, which framed the matter as an either-or choice between a venerated UC seal and a newly designed monogram.”

He said the new graphic would not have replaced the official seal on diplomas and other official documents and was designed to be a bright new look to distinguish systemwide messages from campus ones.

Still, Dooley said the graphic’s use will be stopped, although he noted that it might take time to complete its removal from all documents and online page.

“In due course, we will reevaluate this element of the visual identity system. My hope going forward is that the passion exhibited for the traditional seal can be redirected toward a broader advocacy for the University of California. For it is only with robust support from the citizens of this state that the university will be able to serve future generations of Californians as well as it has those of the past,” Dooley said.

 

8 comments

  • Mike

    And what did this SNAFU cost us…. Logo design, reprinting on letterhead that your now going to toss. Geez… California again….

  • les

    sorry mike but that did not come out of taxpayer's money. tutition covers their operating cost…….but yes the old one is better, no contest

  • SoCal

    What do you expect, every govt body is now trying to follow our President's example, his ridiculous "New World" symbol is a laughingstock and it just shows you that "New and Improved" just means, make it look like everything else. Nothing unique, beautiful, creative, thought provoking or even remotely interesting about that symbol, just makes you shake your head. UC, you should have put out a survey before you changed things.

  • Michael

    Dumb move to even consider changing. Keep it academic looking, not BARTesque. I'm not even a UC graduate and I think the change is misguided.

  • 1vox

    Apparently the writer didn't see it, maybe the alum who didn't like it didn't see it either…

    It's not just a "U" with a "C", the top is an open book, as well.

    Hmmm, maybe that logo doesn't represent Cal after all.

  • Keith Martin

    It’s also a surfers wave curling into a tube. I am not a surfer and do not know the correct jargon for these things.

Comments are closed.


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