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UC logo: New 'Boldly Californian' mark draws shaky support (Poll)

Image via University of California
Image via University of California
Image via University of California
Image via University of California
Image via University of California
Image via University of California

Is it possible for an initially despised logo to peacefully assimilate into society? Ask the University of California in about a year. 

The refrigerator door of social media was left open last weekend, souring design dissenters into a full-blown stink, and molding a revolt against UC's "Boldly Californian" future.

A branding brouhaha is now underway (see video below) as the newly plated UC logo — a play for flexible, simple and contemporary — can be seen in action on a number of UC-related sites. 

Brand New reports that the new logo and identity were initially debuted in September, and that all elements were carried out by an 11-person in-house creative team formed more than three years ago. Per UC Creative Director Vanessa Kanan Correa:

Previously, the UC system only used its seal as its primary visual identifier...Now we limit its use to formal systemwide communications, diplomas, official regental and presidential communications, and other official documents...From this perspective, this is less of a rebranding exercise, but instead the creation of a coherent, consistent, and relevant brand identity where before there was none.

From tickled to venomous, public reaction to the new logo — called everything from "swirling urinal" to "surfer charm" — has been loud, and in some cases, demanding.

The Daily Californian reports that an online petition to toss the redesign — on the grounds that the new monogram diminishes the "prestige and elegance" of the existing seal — continues to grow with over 40,000 supporters at the time of this story's publication.

Here's a bite of what the war on signage is serving on the front lines. What do you think?



University of California Identity from University of California on Vimeo.

This video explains the genesis of the University of California systemwide logo. It’s part of a broader initiative— the first in its 143-year history — to articulate a comprehensive visual identity for the UC system. It's Boldly Californian. For more information, go to: