University of California Logo Redesign – Case Study
Recently there have been a lot of backlash over many different logo launches, the Gap Logo and the London Olympic Logo come to mind. When the Wolff Olins came out with the London Olympic Logo I made fun of it for several days. It wasn’t until a month ago when I realized what a dramatic impact that logo would have, while listening to the Creative Director talk to Debbie Millman on Design Matters. New things tend to scare us. The creative director said the olympic logo was so new for its time that there was a backlash against it. Could this be the same thing that is going on with the University of California Logo.
Part of me really wants to despise this logo, for its use of a gradient. It was beaten into me in graphic design school to stay away from using gradients. The other thing is the complete abstraction of this form makes it hard to grasp. What I see in it is the letters U & C, I also see a book at the top. I don’t really like the color combination on this also.
My question to my readers is:
1. Is this logo doing something new and fresh? Is it just being rejected because it is so new? Like when society at large rejected abstract art.
2. Is this really bad design?
Hope to get some answers soon.
Mitchell Eismont
Eismont is a graphic design educator and critic, running a small design agency in Pittsburgh and Cincinnati. Click on this link for more information.
I don’t like it at all nothing stands out to me
Yes, its crap.
This video here explains their plan on how they will use it:
http://vimeo.com/universityofcalifornia/identity
And a pic of it’s proper logo setup:
https://www.facebook.com/photo.php?fbid=10151135108231923&set=a.10150822624761923.398290.15982076922&type=1&relevant_count=1
And here is a pdf of it in use for a rebranding:
http://www.universityofcalifornia.edu/news/documents/uc_brand_large.pdf
Based on this, they have two new emblems. One with the gradient “c” and one as a solid “c” which makes for an slightly inconsistent branding. In terms on logo application it’s on the same lines as the London 2012 logo in that it looks terrible until they start using it, then it looks good. Expect when the they use the repeating logo with the color gradient across them like they showed on the bag. I think they could do better there. If they cut the gradient “c” out and stick to the solid, I think it’ll be fine. I just don’t think it will stand the test of time and will have to be redesigned later(10-15 years probably).
Also in response to the protests they have said this:
“Here’s the thing: It’s not replacing anything. There wasn’t a logo before, and the UC seal isn’t going anywhere.” – via their facebook page(it’s also noted in the pdf)
They’ve been using it sparingly for the past 6 months without saying anything about it. Then release it without explaining anything. It seems like a misunderstanding because a terrible marketing campaign. It seems like they are using this emblem as representing the public side of the school and the seal stays with the officials and such that run the school.
Kenny,
Nice write up. I will look into this more when I am done with finals for the week and give you a better response.
-Mitch
I actually don’t mind the logo as much after watching that video Kenny. Finally had a chance to check it out. I agree that in five to ten years this logo is going to look really dated. I would be ok with this logo in certain circumstances.
-Eismont Designs
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