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UC dumps hated logo; should it stick with tradition? [Talk back]

December 14, 2012 |  4:30 pm

 The traditional University of California seal, left, and the new logo, right (now dumped)..

In response to mockery, memes and an online petition, University of California officials announced Friday they are suspending further use of a new logo. The symbol has already disappeared from some university websites.

Talk back LA

But with the hated logo gone, what's next? Should officials try again or stick with the traditional seal?

University officials defended the new design but emphasized the importance of listening to UC constituents.

"While 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," Daniel M. Dooley, UC's senior vice president for external relations, said in a statement Friday morning.

Foes started an online petition and complained that the graphic -- a large U containing a fading C at the bottom -- was demeaning to the university. They lobbied for UC to fully restore the use of its traditional seal, with its "Let There Be Light" motto, a drawing of an open book and the 1868 date of UC's founding.

Dooley said use of the new graphic will be end, although he noted that it might take time to complete its removal from all documents and online pages.

As the news broke, students and alumni on social media celebrated the demise of the new logo.

"So glad the new UC logo is history. Definitely a marketing blunder to use designers that are out of step with the organization," clim8 tweeted Friday.

Does the university's hope to give the UC system a fresh new look have merit, or is tradition the way to go? Let us know in the comments section or by tweeting @LANow.

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-- Larry Gordon and Samantha Schaefer

Photo: The traditional University of California seal, left, and the new logo, right. Credit: Associated Press

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