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  • The Sharkey

    How can it be memorable when it looks like dozens of other similarly generic rebrandings?

  • Charles_Siegel

    Reminds me of a swastika.

    (Just visually. I am not violating Godwin’s Law by implying the Mechanics Bank is as bad as Hitler.)

  • UCSusie

    You can afford a slick video but not a logo that doesn’t make tens of thousands of people object to it?

  • Mudan

    Horrible. Horrible. Corporate decision making at its worse. It is unattractive. It will be impossible to print on a two color press. And it comes in multiple colors??? Is not the blue and gold of the University one of the key identifying elements? They spent more on the video alone than they should have spent on the logo. All very sad.

  • serkes

    Too early to invoke Godwin’s law … though, alas, I see your point

  • serkes

    I’d call it insipid, but doesn’t rise to even those heights.

    It does reach the level of 18th runner-up in an elance logo competition.


  • Mbfarrel

    Ugly, but insipid. For truly ridiculous logos google “bad logos” then click “images”

  • Whelmed And Gruntled

    Considering how hard Alison Mudditt and Rebekah Darksmith have worked to destroy UC Press, perhaps the logo could be used by them. The old UC Press logo could be kicked into the same shallow grave Muddit and Darksmith tossed the previous publishing program.

  • RFScalf

    Nike it ain’t.
    What’s the goal here? Is UC competing with someone?

  • serkes

    I just realized that might supposed to represent an open book seen from the bottom.

  • All that may be true, but the logo is still a horrible implementation of those intentions. Time for U.C. to cut its losses and do it over.

  • Complaining here is pointless. Email UCOP and let them know that this affects fundraising.

    So far the only email I can find is

    Says a lot, when UC’s PR people have to hide their own contact info….

  • Found another good email address:

    He is “marketing and communications director” for the UC Office of the President.

  • bluedik

    Geech…I really wish I could proclivity is for the underdog…’bright, [not] etecatching and memorable [yes, but in a sadly negative way]
    i might applaud the effort if it came form 2nd graders….and not taint the halls of my school!

  • Berkeley Resident

    Revisioning has nothing to do with destroying unless change, and bringing a publishing venture into the 21st Century, causes one to fear change.

  • Multiverse

    The new logo looks like it should be for UCLA, not UC Berkeley.

  • Howie Mencken

    Of all its sins, this logo’s most grievous is the use of gradients. “Hard graphics” (what we now call vector art) are the gold standard for logo marks. Communicating a complex message fully in solid black and white (or solid colors) while much more difficult, creates the most powerful identities.

  • Gruntled and Whelmed

    If by bringing a publishing venture into the 21st century you mean informational profiteering and wringing every last cent out of California tax payers who are trying to help their children afford hideously overpriced and subpar textbooks, then play on. It isn’t like the entire landscape of academic publishing isn’t utterly ripe for creative disruption, is it? Just ask the music industry. Now roll over and get your belly scratched by Ms. Mudditt and Darksmith you bloody prat.

  • GoBears

    Cut all contributions to UC – they don’t know how to make the best use of the money they have…

  • Friend of an alumni

    It’s just really ugly, an amorphous, vacant design.

  • Oskiwowwow

    Next they should change the sign in the Chancellor’s office from Fiat Lux to Fiat Stupido!