the mark of excellence
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Courtesy of UCLA Trademark
& Licensing
A rendering of a future UCLA store to open in China shows
how the new logo could be used. |
New logo to strengthen UCLA's visual identity
by cynthia lee
ucla today staff
As part of its broader identity program, UCLA has introduced a
new logo that is appearing around campus on signs, Web sites and
in publications (including this newspaper).
The new logo is a key element in a UCLA graphic identity system
that is the culmination of a yearlong effort by University Communications,
a campus team that includes Administrative Vice Chancellor Peter
Blackman, UCLA Healthcare, UCLA Extension and the award-winning
graphic design firm of Keith Bright Strategic Design.
UCLA’s visual identity has been fragmented by a glut of
inconsistent logo designs, typefaces, symbols and colors, administrators
said. The goal of the project is to bring order out of this chaos
in a way that will, in Chancellor Albert Carnesale’s words,
“enhance the association of UCLA with world-class quality
through visual representation, and thus help to demonstrate the
quality and breadth of the academic enterprise.”
Logo marks are essential to an institution’s visual identity,
said Assistant Vice Chancellor for University Communications Lawrence
Lokman, who is overseeing the project. “A visual image has
the power to evoke a complex set of associations, almost an emotional
response, from people. But with scores of different logos in use,
the university has been diluting that identity.”
Said Vice Chancellor for External Affairs Michael Eicher: “UCLA
is one of the most recognized and respected names in higher education.
A graphic identity that supports and enhances our reputation for
excellence by projecting a consistent, high-quality and instantly
recognizable visual image is vital.”
Many campus units already have adopted the new identity system.
They include UCLA Extension, the UCLA Library, the International
Institute and the Center for Community Partnerships, to name a few.
There is one exception to the rule: the UCLA script logo for athletic
and spirit-related uses will remain unchanged. While the script
is too sporty to serve as an institutional logo, it is recognized
as part of UCLA tradition and appropriate for athletics, Lokman
said.
The $90,000 price tag for the project —which includes the
new logo, graphic identity system, standards manual and identity
Web site — “is not too much to pay for a system that
will increase the quality, efficiency and cost-effectiveness of
the university’s far-reaching communications efforts,”
Lokman said. “Now we have a system that provides UCLA and
all its units with a cohesive visual presence, a powerful new tool
for leveraging and building on UCLA’s reputation for excellence.”
For more information on and guidelines for the new UCLA logo system,
go to www.identity.ucla.edu.
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