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University Of California Suspends Use Of Controversial New Logo

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The old UC logo, left, and the new logo (source: University of California)

The old UC logo, left, and the new logo (source: University of California)

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LOS ANGELES (CBS13)- The University of California announced Friday it is suspending use of its controversial new logo, citing negative response.

Indeed, some critics have compared the new logo to a toilet. It features a small “C” nesting inside a shield-shaped “U.” The old logo features a traditional-looking seal with an illustration of an open book.

Although the new logo was quietly introduced six months ago, the explosion of criticism has mounted recently with a Facebook campaign, Twitter rants and a petition to restore the old logo.

Daniel M. Dooley, senior vice president for external relations at the University of California Office of the President, made the announcement, stating: “A controversy has developed over an element of an integrated visual identity designed for use by the University of California’s systemwide office. 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 said the new logo was never intended to replace the “venerated UC seal” for diplomas and other documents but rather was intended to distinguish system-wide communication materials from those of individual UC campuses.

He also said the new logo had won praise from design experts not affiliated with the university and that over time, it would gain acceptance. Nevertheless, he said it was important to listen to the negative response by students, alumni and other members of the UC community and thus the decision was made to suspend use of the logo.

Since its debut, the new logo has elicited widespread criticism. Lt. Gov. Gavin Newsom, who is on the UC Board of Regents, was on of its most vocal critics. He weighed in on the decision Friday via Twitter, writing: “Power of the people! I applaud UC for listening and pulling logo.”

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