Wednesday, December 12, 2012

University of California unveils new logo, everyone points and laughs

The University of California has had the same logo for 102 years now, so somebody decided it was time for a change.  There's nothing in particular wrong with the old logo--it's just kinda old, and higher-ups felt like it wasn't well suited for online use.

There appears to be a rudimentary Kindle there in the middle.  How quaint.
So they went off and consulted some graphic designers, who came up with this:
No, that's not a loading screen--that's actually the logo.
Understandably, some people were confused why UC suddenly felt like they'd be best represented by a Vista loading icon on a kickboard.  Words like "derision", "blunder", "mockery", and "backlash" were thrown around by critics (really, those are all words that now appear on the first page of Google results for "UC logo").
The Internet hasn't been this riled up since, well, probably some other time this morning when a thing happened.
 The new logo was also an easy target for Photoshop artisans, who quickly pointed out the unfortunate resemblance to a loading icon. 
I guess they just figured that anything related to computers would communicate how cool and futuristic they were.  Nothing says "the future" like the thing you look at when you wait for your goddamn computer to work fucking properly.

UC isn't the first organization to pick a technology-themed logo which didn't really send the message they were hoping for--in fact, it's more common than you might think, even among tech companies.

Is that man trapped in the hourglass?  Who thought this would be good as a logo?  Were they drunk?
Other dedicated Photoshoppers made other mockups, which: just because two things are both related to the University of California does not mean they are funny when you put them together.

Ha Ha!  The cop's pepper spraying a bad logo, get it?  Me neither.
Anyway, following the furor over the new logo, UC refused to back down--the logo was implemented on their site and they seemed to think that the criticism would die down, which is reasonable for anyone who's ever seen the Internet get fired up about something for approximately three hours before something else happens and everyone forgets about it.  However, the criticism here seems to be sustainable--public figures up to and including the Lt. Governor of California have stated their opposition.  It's unclear what the university will do--presently, the logo appears to have been largely removed from the site.  In fact, it appears nowhere on the main page at present, and if you go to Berkley's page, you'll see it just once: it appears as part of a news story about the outrage over the new logo.  This has been your internet controversy of the day.

Nothing says "proud of our new logo" like burying it in the bottom left corner of your site.

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