The Brief and Tumultuous Life of the New UC Logo
99% Invisible
00:00
The Logo Isn't Meant to Sit in Someone's Sketchbook
No one wants to be told how to do their job by rank amateurs. The logo isn't meant to sit in someone's sketchbook. It's meant to be out there in the world, telling the story of the University of California. But I don't want designers to circle the wagons and claim that no design can be criticized unless the person with an opinion knows the full backstory of the design process.
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