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Critics say new UC logo is not dignified enough

December 8, 2012 |  3:21 pm

Logo

A new logo for some University of California advertising and documents is intended to be more modern and streamlined for the digital age. But it is also proving to be controversial.

Some students and alumni have started an online petition to drop the new and simpler logo, which is a solid “U” containing a “C” resting at the bottom, in various color. They contend it “does not represent the stature and honor of the University of California.” They want the 10-campus system to use the traditional circular medallion that shows an open book, the motto “Let There Be Light” and the 1868 date of UC’s founding. Or find a dignified alternative.

UC system spokeswoman Dianne Klein said that critics wrongly assume that UC is eliminating the traditional symbol. In fact, that will remain on all diplomas and official correspondence such as presidential letters, among other uses. But she said the old logo does not reproduce well in small size on Internet pages and that UC wanted something more visually contemporary and versatile, especially for online efforts to seek donations and recruit applicants.

“Like anything with design and change, people have opinions,” Klein said. She added that alumni, students and parents were consulted about the new design, which was created by an in-house design team at no extra cost to the university.

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--Larry Gordon 

Graphic: University of California logos. Credit: University of California

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