University of California Logo Redesign – Is it so Bad that it’s Good? We will never know. They are suspending it.

University of California Logo Redesign – Is it so Bad that it’s Good? We will never know. They are suspending it. 

University of California Logo Redesign

In recent years a lot of companies have been releasing logos and then two weeks later taking them back. I wonder what the marketing firm thinks about their logo being rescinded?

According to the San Francisco Chronicle, “The University of California on Friday announced it has abandoned its new logo after nearly 55,000 people signed a petition saying the logo was overly corporate, resembled – among other things – a fruit label and did not sufficiently reflect the university’s prestige.“*

When I wrote the article on this early last week, I never thought that this would happen. I thought a university would stick behind their graphic design choice. I wonder if the University of California did any market research on this particular logo and see how people would react to it?

Here is a brief excerpt from the Senior Vice President for external communications: “[W]hile 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,” said Daniel M. Dooley, senior vice president for external relations at the UC Office of the President. “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.” – From The Huffington Post. 

I agree with him that this logo would be excepted after time. Look how simple the Windows 8 logo is by Paula Scher and Pentagram and how people have grown to accept it.

My question now is did the University of California make the right move? 

by Mitchell Eismont
Mitchell Eismont is an award winning writer and graphic designer.


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