The University of California has introduced a logo for the system. The current symbol is based on the institution’s 140-year-old coat of arms. The new one is based on, well, nothing at all except graphic design principles.

Here’s the comparison (the new one, needless to say, is on the right):


“What we have tried to do is to create a mark that is iconic, flexible, and solid enough that it works to represent the UC system as a whole,” said UCOP Director of Marketing and Communications James Simon in a statement.

Whatever that means. Every time I hear about an American college introducing an awesome new logo I feel like I get a little dumber. The original logo certainly seemed to be “iconic and flexible” enough to serve the university for a century and a half.

Also that new image just makes me think “we are a fakey online scam college.” [Image via]

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Daniel Luzer is the news editor at Governing Magazine and former web editor of the Washington Monthly. Find him on Twitter: @Daniel_Luzer