University Of California Introduces New Logo

Ann McClure's picture

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.

Read more