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.
Eismont is a graphic design educator and critic, running a small design agency in Pittsburgh and Cincinnati. Click on this link for more information.