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| Old logo on left, new logo on right. A worm inside a tulip? |
The University of California system has just unveiled its new logo, replacing its old dignified institutional seal of an open book with the legend "Let there be light" with a more updated graphic design. This video illuminates the thinking behind it:
University of California Identity from
University of California on
Vimeo.
It speaks to me. What it says is - "Forget books, just buy our tote bags, coffee mugs and swag!"
UC's new logo has had mixed reception, but one of the benefits of working in an academic environment is that there are plenty of smart, creative people to weigh in on seminal changes like this. Lots of people have been playing with it. There are internet animated gifs depicting flushing toilets full of money, perpetually churning "page loading" symbols, and hilarious descriptions like "a banana in a cup of water," to greet the logo's debut.
Do you remember New Coke, and how successful a brand change that was? Any bets on how long this one lasts?
For an alternate take on updated logos, here's another one, and I'm curious whether you find this one more successful than the new UC logo, or less.
This is the old seal for the City of Santa Monica. it depicts the beach, the Santa Monica Mountain ranges, and a setting sun. This image is still emblazoned behind the Council Chambers at City Hall, but.....
This is the current logo that appears on the City's letterhead, websites, advertising and even street signs. It depicts the same themes, in a spare and simplified graphic image. I don't know what year this image debuted, but it's been at least ten years.
I've never heard of it being controversial, but - is that just because it's been sanctioned by time? Did people oppose it when it was introduced? Or did this graphic design update succeed?
What do you think? Does the new UC logo just need time for acceptance? Or is it just not a good design?