Californians Explode in Opposition to UC Logo Change, Director Caves

University of California official logo

The Universities of California announced a logo change, straying away from the classic, more popular, UC seal.

Hannah Ellefritz
December 24, 2012

Just in time for M-A’s outgoing senior class of 2013, the Universities of California announced their logo change from the classic UC seal to a more contemporary blue symbol with a yellow “C.”

Various students and alumni expressed disappointment of the new icon as a petition traveled throughout California in a desperate outcry for its rejection. Several social media websites have provided platforms for the opposition to grow including Facebook, Twitter, and a petition website: Change.org.

Change.org previously encouraged signatures on a petition stating that the new logo “no longer resonates with the University’s values or prestige.” The document closed at 54,383 supporters and was looking for about 21,000 more before James Simon (UC Director of Marketing and Communications) agreed to “suspend use of the new monogram.”

The petition, created by Reaz Rahman earlier this week, sparked widespread response also throughout Twitter and Facebook. Among many other Facebook groups denouncing the new emblem is “Stop the UC Logo Change” with about 7,000 supporters to date.

The previous seal was an old school shield displaying a book and the motto “Let There Be Light,” described by petitioners as “classic,” “elegant,” and even “glorious.” Many feel that the new logo is cheap looking. Opponents described it as a Swedish flag “being flushed down a toilet,”or a tacky healthcare emblem.

Much to the public’s relief, its voice was definitely heard. UCOP Director of Marketing and Communications, James Simon, responded promptly to the petition, respectfully explaining the attempt “to create a mark that is iconic, flexible, and solid enough that it works to represent the UC system as a whole.” In the same letter to Change.org, Simon expressed his gratitude “to see so many people who care passionately about the University of California,” but continued to press for a more innovative and changeable look.

“Our challenge is to represent not only the work done on our campuses but also in UC medical centers, agriculture and natural resources efforts, research centers, K-12 preparation and outreach efforts, and even things such as overseeing the state’s 4H program or the University of California Press,” Simon reports. A simpler logo is beneficial in smaller print.

However, On December 14th, the marketing coordinator officially withdrew his efforts, closing the Change.org petition at 54,000+ signatures, and renewing the old, more classic UC logo.

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Comments

5 Responses to “Californians Explode in Opposition to UC Logo Change, Director Caves”

  1. Virsies on December 25th, 2012 1:00 am

    There is definitely something more classic and professional about the old logo. I think the new one is cool looking an all but for a college, the original makes it seem upstanding and portrays excellence.

    shoover Reply:

    I agree- while the new one seems more modern and updated, the old one says a lot more about the pursuit of knowledge, and is a better representation of the goal of attending college.

  2. shenze on December 26th, 2012 8:57 pm

    I am definitely a huge proponent of the old logo. The old one seems much more collegiate and professional. I am glad that people cared enough to create petitions, which eventually saved the original logo!

  3. amacfarlane on January 8th, 2013 2:14 am

    It is rather astounding that the new logo progressed as far as it did. In my humble opinion (and apparently that of many others) it is rather hideous. I have deep respect for the UC System, and a logo would never change that, but I am happy to see that the old logo has been restored.

  4. Nicky H on January 8th, 2013 4:56 pm

    Though I can understand why people would be upset over the logo change (the old one is much more fitting for a collegiate setting), I am concerned that this logo change caused so much of an uproar while tuition prices are raising at a rate faster than inflation. I have no doubt that there are people out there fighting this, but it strikes me as odd that a changed logo created more controversy than constantly increasing tuition.