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Listening to one of my favorite podcasts, 99% Invisible, I discovered all the controversy behind the newly redesigned logo for University of California. I was not much impressed when I first looked at the logo, but when I read more about the concept and looked at the implementation I began changing my mind.

The most amazing part of the whole controversy to me is the fact that the majority of the media and a whole bunch of people got it all wrong! The impression they had, including myself was, the new logo will be replacing the old seal. But that was not the case. The traditional seal and the new monogram were intended to coexist as part of UC’s identity.

podcast_icon_large Listen to the podcast here 



The redesign is not only a logo, but a whole new identity and a giant leap from the traditional look.  I really admire the designers who had the guts to really think outside the box and come up with a totally different idea. I love the approach and concept but not sure about the actual logo.  Although the new identity is short lived, thanks to the  fervent petition to stop it and the media who got the reporting wrong, this project remains such an inspiration for me – dare to do something different!

A lot has been said about this, but I found the articles on AIGA and Brand New – a division of Under Consideration, to be truly informative.




University of California Identity from University of California on Vimeo.