Thank the University of California for Suspending New Logo

Target: President of the University of California, Mark Yudof

Goal: Thank the University of California for suspending use of new logo and re-evaluating the design for the future.

The University of California (UC) quietly introduced a new logo for the 10-campus university last month as part of a new marketing campaign to increase fundraising and state revenue. Public outcry against the new design’s modern look was expressed through social media and an online petition with over 54,000 signatures. Please sign this petition to thank the University for suspending use of the logo and re-evaluating the design in response to public disapproval.

For the last 144 years, the University of California has maintained its signature look; a seal with the motto, “Let there be light.” As part of the university’s “Onward California” marketing campaign, designed to increase fundraising and state revenue, the university introduced a new logo that has been met with loud public disapproval.

According to the UC creative director, the updated design was meant to be “authentic, distinctive, memorable and thoughtful.” Critics have complained that the large pastel blue “U” – which surrounds a faded yellow “C” – was ugly, incomprehensible and made the university seem like a crass PR machine. Opponents missed the original motto “Let there be light” and compared the design to that of a washing machine logo or a generic health care ad rather than a respected institution.

UC students, alumni and community members against the logo have banded together garnering over 54,000 signatures on an online petition calling for UC to ditch the new logo. In response to the seemingly unanimous dislike of the logo update, UC officials announced they have decided to suspend use of the image and “re-evaluate this element of the visual identity system.”

Please sign this petition to thank the University of California for responding to the people who have made UC a part of their lives and feel represented by the university’s image.


Dear Mr. Yudof,

The University of California’s recent decision to suspend using the new logo introduced last month is a true testament of UC’s commitment to its stakeholders. As the university continues to implement strategies through the “Onward California” marketing campaign, it is important for people to continue to feel a part of the University. I am glad to see such a large institution respond empathetically to negative reactions by people who have contributed, and continue to contribute, to the university’s legacy, spirit, and academia.

I applaud the decision to halt use of the new marketing logo in favor of maintaining the nostalgic and timeless seal and motto that has kept UC going for the last 144 years. As the university continues with efforts to update its presence and influence, it is necessary to stay true to the legacy, history and prestige of the institution. Lieutenant Governor Gavin Newsom had good advice in his letter to you regarding the logo controversy, “Instead of being creative with the University of California logo we should be searching for creative solutions for funding the University of California.”

Thank you again for listening to the students, alumni and community members who felt slighted, saddened, and distanced by the new logo. It was the right choice to suspend use of the modern look for the timelessness of UC’s seal and motto.


[Your Name Here]

Photo Credit: sacbee via Yahoo

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