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U.C. FUBAR: The Logo Is Dead. Long Live the Logo 

Wednesday, Dec 19 2012

Last week the public reacted rather strongly after the University of California released a cheaper, crappier logo for our cheaper, crappier times. Nostalgic alumni would, understandably, be averse to change — but the outcry against the new logo was swift and merciless. It recalled the backlash against New Coke, only if the Coca-Cola people had decided to replace the original formula with Pepto-Bismol.

Remarkably, the university system noticed the torches and pitchforks at the gates and, within days, pulled the design. Officials will begin phasing out the logo, but have not yet settled on a replacement, which will adorn public affairs and fundraising materials. With an eye toward the future and an eye on tradition, we here propose, cross-eyed but optimistic, some new designs to reflect these fickle and democratic times.

About The Authors

Joe Eskenazi

Joe Eskenazi

Joe Eskenazi was born in San Francisco, raised in the Bay Area, and attended U.C. Berkeley. He never left. "Your humble narrator" was a staff writer and columnist for SF Weekly from 2007 to 2015. He resides in the Excelsior with his wife, 4.3 miles from his birthplace and 5,474 from hers.


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