University of California has revamped its 144-years-old prestigious logo.
The new logo appears to be plain and simple. The university's move to change its brand identity has not really gone down well with many of the students and critics.
The new logo: has a fading "C" resting inside a big "U" in a myriad of colors.
Many have been critical of the design, which is pretty plain compared to the earlier logo. Coming out with a new logo doesn't mean that the university has completely flushed out its century-old logo.
The new design is just meant for marketing purposes and social websites. Meanwhile, the old logo will continue on the university president's letters and official documents.
"They wanted something that would reflect the innovation, the character of California -- just more modern, user-friendly. That's not to take away from the gravitas of the original seal," said Dianne Klein of UC's office of the President, according to MercuryNews.com.
SF Gate reported that critics have compared the university's latest revealed logo "to a napkin doodle, a bidet or a banana label" and another commenter said it "looks like it's still loading."
"The visual language is generic, commercial and utterly forgettable. It is a complete mismatch for the university's history and reputation. (It) has no visual or conceptual gravitas," Mark Fox, a graphic design professor at California College of the Arts, opined, according to SF Gate.
"The new UC logo. fails in most of the above criteria," Fox added.
According to reports, Fox has previously worked with UC.
