The University of California has relaunched its brand with with a huge change to it’s logo. Watch this launch video to see the quick version. RSS readers click here for the link.
Although they’ve developed a complete brand style guide, if I needed to develop a licensed product using the brand execution guide, I’d find a lot of choices. They’ve created a huge brand promise to live up to:
The positioning
Boldly Californian.
UC embodies the ambition of California and ignites the potential of its people.
And I think they have a lot of attributes that may be difficult to contain…
Brand attributes
Visionary.
Experimental.
Optimistic.
Awe-Inspiring.
Essential.
Audacious.
Pioneering.
Proven.Everything we say and do should embody these traits.
Although it is “different”, I do admire how they launched it. I like how they packaged their templates on their branding page, and provided easy access to their enormous photo library (all copyrighted of course!) I did notice that they didn’t completely throw away their old seal logo in favor of the new C logo. One of their guidelines “Hire the best photography you can afford” is a mantra that many organizations should aspire to but it’s not a phrase that is usually contained in a style guideline.
What are your thoughts about University of California’s branding/rebrand program?
