After 144 years with the same old Victorian seal, the University of California has decided to go mod.
The university's original logo -- with its open book, 1868 date stamp and "Let there be light" script -- will still be in circulation, appearing on president's letters and official university documents. But marketing materials and websites will feature a radically simple and more contemporary symbol: a little "C" nesting inside a shield-shaped "U."
"They wanted something that would reflect the innovation, the character of California -- just more modern, user-friendly," said Dianne Klein of UC's Office of the President. "That's not to take away from the gravitas of the original seal."
The new look, fashioned by an in-house design team, is part of a broader remake of the 10-campus university's image. It's meant to catch the eye of California residents, businesses and politicians alike -- to show how relevant the university is to the state, and, in turn, bring in more fundraising and state revenue.