U. of California bails out quickly on new logo

The university system unveiled the branding image last month—offering insufficient details about it—and pulled it back amid an instant flood of criticism.

“I have instructed the communications team to suspend further use of the monogram,” the office of the president’s senior vice president of external relations, Daniel Dooley, said in a press-release statement. “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.”

Part of the uproar over the new image stemmed from confusion about how it would be used, Dooley pointed out. It was never intended to replace the university seal, though many news outlets reported it would. The university itself exacerbated the problem with a video that depicts the new logo replacing the seal, design blog RockPaperInk noted.

Other critics simply didn’t like the look of it.

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