69- The Brief and Tumultuous Life of the New UC Logo | WBEZ
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99% Invisible

69- The Brief and Tumultuous Life of the New UC Logo

If you’re not from California, or missed this bit of news, the University of California has a new logo. Or rather had a new logo. To be more precise they had a new “visual identity system,” which is the kind of entirely accurate but completely wonky description that gets met with sarcastic eyerolls from anyone who isn’t a designer, but there it is. But they don’t have a new anything anymore. Because of a massive public backlash, the UC system actually suspended the entire new brand identity while we were reporting this story. In this episode, we talk to the Creative Director of the UC Office of the President, Vanessa Correa, who led the team that created this short-lived brand identity and Christopher Simmons, principal of MINE, who waded into the UC logo fight with a brilliant blog post called “Why the UC Rebrand is Better Than You Think.” Fourth generation UC Berkeley alum, Cyrus Farivar (see episodes #36 and #55, true believers) takes a look at the new UC identity and chronicles its tumultuous life and rapid death. We also use this opportunity to ruminate on the topic of how and when a design should be judged.

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