There are many UCLA logos.
And while many people do not perceive this as a problem, it is.
UCLA is one institution and should therefore be represented in one
way. Also, resources and time are often lost in creating a new UCLA
logo each time a new program is created.
Recently, the UCLA Graphic Identity program instated a project
for a universal UCLA logo and decided to clean house on all the
others. This project embarked with the highest of goals, to create
a logo that could be used in any aspect of UCLA, as well as to
capture UCLA’s history and illustrate the institution’s
involvement in future art and technology.
After hundreds of hours of work, the new logo was finally
created. It may look rather simplistic, but there is a history
behind the lettering that reflects many of UCLA’s ideals.
The lettering style used in the new logo is influenced by the
Bauhaus style, which like UCLA is both “fresh and
contemporary, but in a way has withstood the test of time,”
according to the identity program’s Web site. Also, the
Bauhaus motto is “art and technology ““ a new
unity,” which may encompass what UCLA is about, making this
type style even more appropriate.
In addition to the new UCLA design, there is also a system for
how the logo would be used by various academic, administrative and
consumer departments.
The team behind the new UCLA logo was from Keith Bright
Strategic Design. Bright, who is a UCLA alumnus, has worked with
UCLA before, specifically with UCLA Extension.
But on this project, Bright could not work alone; his team
consisted of five designers.
The total cost of the project was $98,000, leading some to
question why UCLA didn’t utilize the design
department’s own designers. Assistant Vice Chancellor of
Communications Lawrence Lokman said there were very specific
requirements needed in the firm they would choose.
“(We needed) a firm that was very experienced in the
creation of a logo and visual identity systems for large
institutions,” Lokman said. “We brought in a certain
expertise and a fresh perspective.”
Also, Lokman stated that they searched externally versus
internally because they have a minimal design team that is already
working on projects such as UCLA Magazine and other UCLA
brochures.
However, UCLA’s own designers were not completely excluded
from the project. They helped begin time cataloging and looking at
UCLA logo use. Their advance research and work actually helped the
Graphic Identity program reduce the budget of the project.
And while some may worry about the classic UCLA athletic script
that brands stadiums and athletic wear, there’s no need to
fear.
Graphic Identity program directors understand that this design
is popular, and it will stay at UCLA. In fact, it’s the only
aspect of the UCLA design that will not be changed by the new
Bright design.
While the process will be slow, UCLA will soon visually express
what the school has always been: one institution with a variety of
academic and community purposes.
“We are doing what we can to insure a quality
representation of the institutional name,” Lokman said.