In defense, more or less, of UC’s new logo

As seen in the Los Angeles Times

UC logo design

As the country’s largest, and arguably greatest, university system, UC is smart to refresh its brand to stand out among increasingly competitive public universities.

By Paul Thornton – Something was noticeably absent from the group of three letters in Wednesday’s paper taking issue with the University of California system’s new but not necessarily improved logo: a counterpoint. The following submission from UC Irvine English professor Julia Lupton would have run had it been sent to us before the letters page’s deadline Tuesday afternoon.

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