Change is hard. I get that more than anyone. But sometimes change is necessary. And sometimes it isn't. I think the latest case-in-point can be found in the University of California's recent decision to update its logo for the 21st century.
Full disclosure. I'm a UC graduate and part of my identity is tied up in that. Not all of it, mind you. Or even a majority of it. But I did spend four years of my impressionable youth studying at the UC campus in Santa Barbara, so it's definintely in my blood.
So when I saw the new UC logo, I felt like a part of me died. The prestigious UC seal that has represented this system for decades has been replaced by a hack job of a logo that has already reached its relevancy expiration date. I guess that's what happens when you cut corners and hire an in-house agency (read: free student labor) to redesign such a high-profile logo.
It looks like something you would expect from an online college from 2002. Which is not to knock online colleges or 2002 in the slightest. There are lots of great online schools. And I have lots of fond memories from 2002. I'm just saying that the UC system is so much better than this logo.
Another full disclosure. I was not intending to cap on the new logo here. That actually wasn't my point at all. Fossum Creative is not a branding agency. So really, my opinion here is like most everyone else's - just an opinion from a regular person. Albeit, one who knows a thing or two more about branding than the average bear.
However, Fossum Creative is a digital video agency. And when I see something cool in the online video world, it's my duty to share it with you. Ironically, the cool something in question just happens to be the video that the in-house UC design agency created to introduce the new logo, explain its rationale, and show how it would be used from here on out.
What I love about this video - aside from the amazing visual effects - is that it shows the thought and logic that went into the redesign. Whether or not people agree with the outcome, I have to give mad props to the team for the great presentation they put forward. It proves that there actually was strategy and deliberation involved in the process.
And yes, the visuals are really, really cool. It all helps soften the blow of the new logo. And reinforces once again just how powerful a really well-produced online video can be in getting your message out to your audience.
Check out the video for yourself and tell us what you think in the comments section below:
I'm afraid most people will never see the UC video to explain why they took a lofty logo and turned it into a meaningless turd. A colorful turd. Except for where it fades. What were they thinking?!
Posted by: lynn rossman | December 10, 2012 at 07:15 PM
ON first glance (2nd, 3rd...) the new logo reminds me of the lock on a lavatory door turning from occupied to vacant...
"Fiat Lux" is a favorite sign off...Do I replace that with "sorry, gotta go!"?
Perhaps a major donor will hold back her pledge this year until "Let there be light!" returns to the Cal marketing division. VB'75
Posted by: victoria blackwood | December 11, 2012 at 03:48 AM