University of California introduces a modern logo

When this was announced a few weeks ago, the University of California added this comment to their Vimeo account:

"Thank you again for all your thoughtful comments and feedback. To clarify: this new visual approach DOES NOT replace the historic UC systemwide seal. We love the seal. The seal will still be used in all formal systemwide communications, on diplomas, official regental and presidential communications, and other formal applications.

"The two symbols serve very distinct roles. To preserve their gravitas, many of our campuses, and other universities across the country have limited use of their official seals in similar ways. It also does not replace the individual identities of each of our UC campuses. It gives our campuses and others a simple, distinct way to reference the system as a whole.

"We looked at many different solutions, but felt that building off the seal was a great way to honor our history, while also pointing to our strong tradition of pioneering innovation. We’ve done considerable testing on the overall approach, and have generally heard very positive feedback."

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To me, the new logo looks cheap and flashy, instead of timeless. Universities are some of the only long-lasting institutions that we have, and this new visual style has zero life in it.

Someday, we'll look back at this logo like we look back at bellbottom jeans and denim jackets.

It's a shame seeing such an interesting historic logo get replaced with one that has little personality and uniqueness. Something similar to the Starbucks logo redesign might have been more appropriate, keeping the idea of the original logo but refining and simplifying to make it more modern.

Simplistic logos are so easy to pan mercilessly & dismiss, and as a UC grad that was my first instinct too.

But a quote on one of the subsequent sites in the comments (from UC's creative director) makes their case:

"Previously, the UC system only used its seal as its primary visual identifier, where it was abused with impunity. . . this is less of a rebranding exercise, but instead the creation of a coherent, consistent, and relevant brand identity where before there was none."

This actually makes sense to me.

The UC system has always been intimately connected in name, but disconnected in culture and practice.

So visual execution of the logo aside, pushing to have a unified brand in front of the millions of eyeballs that are exposed to the UC system every year is a pretty damn smart move from a branding perspective.

Whatever, I do not think this is a good logo. It is really like an art of child.

Someone's been playing with 53/Paper's circular color mixer...