“This video [below] explains the genesis of the University of California systemwide logo. It’s part of a broader initiative — the first in its 143-year history — to articulate a comprehensive visual identity for the UC system. It’s Boldly Californian.”
[Update: sadly now set to private]
“The monogram is but one piece of a visual ecosystem that replaces a hodgepodge of different symbols, typefaces, and colours with a coherent, consistent package.”
— VANESSA CORREA, CREATIVE DIRECTION
More info and contentious comments on Co.Design: University of California rebrands itself with surfer charm.
Creative direction: Vanessa Correa
Art direction and lead designer: Kirill Mazin
Photography: Elena Zhukova
Senior designers: Ethan Davis, Kate Brown
Designers: Natasha Foote, Jason Huang, Matt Glass, Jose Pantoja
Developer: Adam Mangum
Multimedia director: Larissa Branin
Multimedia producer: Jessica Wheelock
View the extensive University of California brand guidelines.
Update: 14 December 2012
The university decided to suspend the use of the new monogram due to the backlash against the design.