Like, really hates it. Nearly immediately after being officially unveiled following a long design process, the logo — which is essentially a stylized C inside a U, and which will be used to represent the UC system in various ad campaigns and official communications — was met with basically nothing less than abject rage:
upset that UC decided to ditch our 144-year-old Victorian seal to adopt a logo that looks like a toilet :[mercurynews.com/education/ci_2…
— Teresa Tenfelder (@TeresaRose10) December 8, 2012
I'll be bold: there is *no possible way* a sane, competent, mature person can prefer UC's new logo. Is there any evidence to the contrary?
— Mills Baker (@millsbaker) December 10, 2012
I think people are prematurely jumping to conclusions about the new UC logo. Let it finish loading first, then decide if you like it.
— Ana Nelson (@ananelson) December 10, 2012
Breaking: After seeing the new UC Logo Speaker John Perez is grateful he didn't graduate from there.
— Matt Rexroad (@MattRexroad) December 9, 2012
The new UC logo looks like an upset stomach. mercurynews.com/education/ci_2…
— Alex Kozak (@alexkozak) December 7, 2012
Remember back when we didn't yet know about the new UC logo? #simplertimes
— Aaron Bady (@zunguzungu) December 9, 2012
At this point, no fewer than four Facebook groups have popped up against it, and as of this morning, more than 38,000 people had signed a petition on Change.org calling for the University to scrap the new logo; in the petition's comments section, it has been likened to "the logo of something found in the toddler section of Toys R' Us," "a badly-designed overlaying of more-or-less random shapes," and "a logo from a bad online university."
"I did not pay hundreds of thousands of dollars to attend a school with a logo that looks like it's still loading," wrote Sheila Lam of Berkeley, while Michelle Doan of Irvine got topical with it, writing "YOLO: You Only Logo Once."
According to Steve Monteil, media relations director for the Office of the President — which oversees all the University of California's operations (and, full disclosure, employs my mom) — the new logo was never intended to replace the university seal, which has been in use for 144 years. Rather, he said, it's "a new tool" to help UC "connect with people in a number of different ways ... It won't affect the day-to-day on campus, or the identity of any one campus, or the traditional identity of the university." The new logo is simpler and more scalable than the university seal, and it can be modified in a number of different ways using different colors and patterns, as this video shows, adorably:
According to a letter UCOP Marketing and Communications Director Jason Simon wrote to the petition's founder, "what we have tried to do is to create a mark that is iconic, flexible, and solid." At a moment when the University of California is struggling mightily, the new logo plays a big role in its new "Onward California" campaign, which is intended to remind citizens, politicians, and businesspeople of the University's importance. But it seems that that very impulse — toward branding and marketing and R&D — is what's rubbing people the wrong way. The most cutting criticism out there of the new logo, might, after all, be that it's too corporate:
the new UC logo/brand is awful, of course, but let's remember the problem isn't the logo—it's the privatization to which the logo attests.
— reclaim UC (@reclaimuc) December 10, 2012
And that's something that might be harder to shake. But, said Monteil, "it's all in the eye of the beholder." And for the record, it's actually sort of starting to grow on me? Feel free to rip me apart in the comments.