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UC Cans Controversial New Logo - What Did You Think of It?

Deluged by a tsunami of criticism and ridicule of its new logo, the University of California announced Friday that it is suspending use of the symbol, which features a thick blue "U" and an emerging/disappearing "C."

The people spoke, and UC listened, if begrudgingly.

The University of California is suspending use of a stylized new logo that drew a loud chorus of boos and prompted an online petition that gathered more than 50,000 signatures against the symbol, UC announced Friday.

"This controversy has created a major distraction for the UCOP (University Office of the President) External Relations Division," said a statement from Daniel Dooley, UC senior vice president for external relations. 

Critics said it appeared cheap and commercial, and that, unlike the traditional university seal, lacked the dignity appropriate to one of the world's great universities. Opponents included Lt. Gov. Gavin Newsom.

"The controversy has been fueled in large part by an unfortunate and false narrative, which framed the matter as an either-or choice between a venerated UC seal and a newly designed monogram," Dooley said.

UC said the new symbol was an additional branding element, not a replacement for the seal.

"And yet," Dooley acknowledged, "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.

"Therefore, I have instructed the communications team to suspend further use of the monogram. For certain applications, this process could require a measure of time to complete. In due course we will re-evaluate this element of the visual identity system."

We want to hear from UC alums in Marin: What did you think of the logo? Tell us in the Comments section below.

Dolly Lanna December 15, 2012 at 05:52 PM
Looks like the C is at the bottom of a trash can.
Larry Bathgate December 15, 2012 at 06:58 PM
I think the new design is very clever and makes a great corporate logo. However, while the University of California is certainly a corporate entity, it is fundamentally an institution devoted to education and enlightenment, and needs to be regarded as such. I am an alumnus of the University, and was shocked when I saw the new logo. I proudly signed the petition protesting the adoption of the new logo, and am very thankful that UC is suspending the use of it. I really hope that the University will disabuse itself of this kind of nonsense in the future.
tom martell December 15, 2012 at 07:53 PM
why not just make the Santa Cruz banana slug the symbol for the whole system?
Michael West December 15, 2012 at 10:05 PM
its being rumored that the designer was paid in Red Bull "energy drink" . trendiness lost to content? amazing.
Christine December 16, 2012 at 12:24 AM
Like a toilet flushing
tony masi December 16, 2012 at 03:37 AM
A half-eaten lemon Lifesaver on a blue tongue. A zil in a shirt pocket. A handicap doorknob. An elephant on its back seen from the rear.
George Gordon December 17, 2012 at 07:12 PM
Sounds a little like; too much money being paid to people with too little to do, who spend their time doing useless things. As a UC Berkeley Graduate, 1966, I suggest that they spend their time figuring out how to educate the current students at $105 per semester, or the inflationary equivalvent in today's dollars, and show us that they really are doing a very good job running our university. It is not apparent so far.


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