University of California Introduces New Logo

The old one was dated, no argument there. But the new one is just awful — one of the worst logos I’ve ever seen. It has no heft, no gravitas. It looks like a frame from a “wait for content to load” animation.

Last line of the article nails it.

Update: Armin Vit’s coverage at Brand New; it certainly looks better without the gradient, but it’s still a terrible mark for a major university.

★ Monday, 10 December 2012