Well, the launch video for the new University of California identity is fun. And I love the deference to the book from the original crest and how they played with ‘Let There Be Light’.

But you’re still left with the final logo, which starts, reasonably enough here:

U of California Identity

But somehow ends up here:

This comment thread on Vimeo spells it out clear enough:

Tina: Does that logo really make you think, higher education?
Morgan: It makes me think the logo isn’t done loading.

And, as Gruber says:

It has no heft, no gravitas.

Shame, for all the well-put effort that otherwise went into building out a coherent identity for the university.

Brand New: IC, UC, We all C for California
Daring Fireball: UC Introduces New Logo
Mercury News: UC Introduces a Modern Logo