by fam on 12/8/12, 5:01 AM with 45 comments
by christiangenco on 12/8/12, 5:59 AM
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.
by supersaiyan on 12/8/12, 6:08 AM
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
by seanlinehan on 12/8/12, 5:57 AM
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.
by jerrya on 12/8/12, 5:39 AM
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...
by jbyers on 12/8/12, 5:32 AM
by dannygarcia on 12/8/12, 6:00 AM
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...
by sown on 12/8/12, 6:02 AM
Consider the French government logo:
http://en.wikipedia.org/wiki/File:Logo_de_la_R%C3%A9publique...
by nicklovescode on 12/8/12, 5:33 AM
by epa on 12/8/12, 5:45 AM
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."
by eungyu on 12/8/12, 5:52 AM
by bryanjclark on 12/8/12, 6:21 AM
"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.
by DrJ on 12/8/12, 5:28 AM
Honestly who came up with this idea.
by geetarista on 12/8/12, 5:04 AM
by B-Con on 12/8/12, 5:38 AM
Need to stock up on my alumni clothing before this hits the stores. Bleh.
by munger on 12/8/12, 5:42 AM
by duaneb on 12/8/12, 5:25 AM
by droithomme on 12/8/12, 5:29 AM
by joejohnson on 12/8/12, 6:21 AM
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.
by justjohn on 12/8/12, 5:37 AM
by philwebster on 12/8/12, 6:23 AM
by nwh on 12/8/12, 6:22 AM
by carsongross on 12/8/12, 5:31 AM
by tbourdon on 12/8/12, 5:53 AM
by wildgift on 12/8/12, 5:54 AM
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.
by ronyeh on 12/8/12, 8:52 AM
by aresant on 12/8/12, 6:26 AM
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.
by so898 on 12/8/12, 6:28 AM
by bluekeybox on 12/8/12, 6:35 AM
by weixiyen on 12/8/12, 5:56 AM
