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UC pulls new logo amid criticism, ‘controversy’

The University of California released a statement Friday that it would cease use of a newly released logo following “a significant negative response by students, alumni and other members of our community.”

Daniel M. Dooley, senior vice president for external relations at the University of California Office of the President, released a statement Friday that was posted on UC Berkeley’s News Center website shortly after noon.

Dooley wrote that the response to the new logo had resulted in an unfortunate community controversy.

He wrote: “This controversy has created a major distraction for the UCOP External Relations Division as it pursues its broader mission: communicating to all Californians the vital contributions UC makes to the quality of their lives and the prosperity of the state.”


Dooley blamed “an unfortunate and false narrative, which framed the matter as an either-or choice between a venerated UC seal and a newly designed monogram” as part of the problem.

He said the new graphic would not have replaced the UC seal, but instead was aimed to “provide a graphic cue to distinguish systemwide communications materials from those of individual campuses.”

The new logo was just one part of “a new approach to typography, photography, colors and the like.”

He said that, though the rest of the new approach had been met with praise, and that he was sure the new logo would have, over time, won people over, the university made the decision to stop using it as a sign of respect for the community’s position.

“For certain applications, this process could require a measure of time to complete. In due course, we will re-evaluate this element of the visual identity system,” he wrote.


Related:
New, modern UC logo evokes cries of ‘foul’

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