A new look for University of California

ApprovedIn a move to modernize the school’s image, the University of California has unveiled a new fresh logo to go on campuses, buildings and marketing material. The design has a solid U silhouette with the top made to resemble an open book and a fading yellow C at its base.

The change replaces the “Let there be light” seal, which has been the official logo for 144 years. The original seal won’t be going anywhere though as it will still be on official university system documents and diplomas.

James Simon, the director of marketing communications explained the though process behind the new logo. “What we have tried to do is to create a mark that is iconic, flexible, and solid enough that it works to represent the UC system as a whole,” Simon said. “The mark can be used in a combination of the various UC blues and golds as well as in a multitude of applications. Seals are wonderful and carry a legacy and tradition. They also signify bureaucracy, staidness, and other not-so-great characteristics. Much of this was evident in the testing and discussion we did as part of the process.”

Creative director, Vanessa Correa explained that the drastic change is look will help differentiate documents that were means to be official from everyday materials.

Of course as with many changes, there is going to be some resistance. An online petition has started to stop the new logo in its tracks. The movement currently has 39,000 supporters and growing. The system is standing firm and doesn’t seem to be pulling a Gap.

Simon recently reiterated the reasoning behind the symbol change on the petition website. A symbol is needed to reflect the many different facets of the system including medical centers, agriculture and natural resources efforts, research centers, K-12 preparation and outreach efforts, not just the education system.

I personally don’t find the new logo all that offensive. It would definitely make a nicer looking banner or flag to hang around campus. Even with its history, the original logo looks like a childhood drawing inspired by the little mermaid. Check out the release of the new logo on the UC channel below.