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"content": "\u003cfigure id=\"attachment_82475\" class=\"wp-caption alignright\" style=\"max-width: 129px\">\u003ca href=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm.jpeg\">\u003cimg class=\"size-medium wp-image-82475\" title=\"university-of-california-rebrands-itself-with-surfer-charm\" src=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm-211x300.jpg\" alt=\"\" width=\"129\" height=\"184\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">UC's short-lived visual- rebranding monogram\u003c/figcaption>\u003c/figure>\n\u003cp>In a press release, Daniel Dooley, Senior Vice President for External Relations, says of the UC monogram that has received so much criticism over the past few days:\u003c/p>\n\u003cp>\"(W)hile I believe the design element in question would win wide acceptance over time, it also is important that we listen to and respect what has been a significant negative response by students, alumni and other members of our community. Therefore, I have instructed the communications team to suspend further use of the monogram. For certain applications, this process could require a measure of time to complete. In due course, we will re-evaluate this element of the visual identity system. \"\u003c/p>\n\u003cp>Gavin Newsom, for one, approves of the decision...\u003c/p>\n\u003cp>https://twitter.com/GavinNewsom/status/279649148469399553\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>When the logo began to gain widespread notice this week, \u003ca href=\"http://storify.com/lanow/new-uc-logo-prompts-criticism-petition\">criticism\u003c/a> was swift and brutal. Many thought that the image was not a fitting replacement for the stately university seal, even though the university said the two were meant to coexist. Other common complaints ranged from a perception that the monogram was too corporate-looking to a sense it was incomprehensible and just plain ugly. The university defended it for a few days, but has now relented.\u003c/p>\n\u003cp>\u003c!--more-->\u003c/p>\n\u003cp>\u003ca href=\"http://www.universityofcalifornia.edu/news/article/28817\">Full announcement from UC\u003c/a>:\u003c/p>\n\u003cblockquote>\u003cp>Daniel M. Dooley, senior vice president for external relations at the University of California Office of the President, made the following statement today (Dec. 14):\u003c/p>\n\u003cp>A controversy has developed over an element of an integrated visual identity designed for use by the University of California's systemwide office. This controversy has created a major distraction for the UCOP External Relations Division as it pursues its broader mission: communicating to all Californians the vital contributions UC makes to the quality of their lives and the prosperity of the state.\u003c/p>\n\u003cp>The controversy has been fueled in large part by an unfortunate and false narrative, which framed the matter as an either-or choice between a venerated UC seal and a newly designed monogram.\u003c/p>\n\u003cp>In fact, the graphic element in question was never intended to replace the official seal that still graces diplomas and other appropriate documents. Rather, it was to provide a graphic cue to distinguish systemwide communications materials from those of individual campuses.\u003c/p>\n\u003cp>The monogram was only a piece of the visual identity system — a new approach to typography, photography, colors and the like — that was developed by UCOP design staff.\u003c/p>\n\u003cp>Since it debuted in the past year, this new \"look\" has served the UC system well, replacing what was a clutter of dated materials that varied from UCOP department to department. And it has received praise from an array of accomplished design experts not affiliated with the university.\u003c/p>\n\u003cp>And yet, while I believe the design element in question would win wide acceptance over time, it also is important that we listen to and respect what has been a significant negative response by students, alumni and other members of our community.\u003c/p>\n\u003cp>Therefore, I have instructed the communications team to suspend further use of the monogram. For certain applications, this process could require a measure of time to complete. In due course, we will re-evaluate this element of the visual identity system.\u003c/p>\n\u003cp>My hope going forward is that the passion exhibited for the traditional seal can be redirected toward a broader advocacy for the University of California. For it is only with robust support from the citizens of this state that the university will be able to serve future generations of Californians as well as it has those of the past.\u003c/p>\u003c/blockquote>\n\u003cp>\u003ca name=\"simon\">\u003c/a>\u003cbr>\n\u003cstrong>Update 3 p.m.\u003c/strong>\u003c/p>\n\u003cp>Jason Simon, UC's director of marketing and communications, spoke with KQED's Joshua Johnson this morning about l'affaire monogram. Simon's group was in charge of the rebranding effort, and he spoke about the intention behind the change:\u003c/p>\n\u003cp>\"The biggest thing we were trying to do is demonstrate the vibrancy that happens on our campuses every day. There are amazing things going on throughout the UC system. And a new monogram and a new symbol was meant to capture that forward looking spirit,\" he said.\u003c/p>\n\u003cp>Simon said the rebranding was put through a series of focus groups and online surveys. \"And then beyond that, we took an even bigger risk and an even bigger challenge by having this in an open and public space, waiting for feedback for about nine months. And quite candidly, during that period, we did a lot of public and visible things with the mark and really only heard positive input until this past week or so.\"\u003c/p>\n\u003cp>\"We had a million people or so visiting the site this year,\" he said.\u003c/p>\n\u003cp>Simon said the university finally decided to pull the plug on the logo because it had become \"too much of a distraction.\"\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\"I do feel like we went through the right process, and we took the right steps to get input in...\" Simon said. \"My hope is that we can turn some of the feedback we got into a larger mission of making sure Californians understand the university.\"\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cfigure id=\"attachment_82475\" class=\"wp-caption alignright\" style=\"max-width: 129px\">\u003ca href=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm.jpeg\">\u003cimg class=\"size-medium wp-image-82475\" title=\"university-of-california-rebrands-itself-with-surfer-charm\" src=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm-211x300.jpg\" alt=\"\" width=\"129\" height=\"184\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">UC's short-lived visual- rebranding monogram\u003c/figcaption>\u003c/figure>\n\u003cp>In a press release, Daniel Dooley, Senior Vice President for External Relations, says of the UC monogram that has received so much criticism over the past few days:\u003c/p>\n\u003cp>\"(W)hile I believe the design element in question would win wide acceptance over time, it also is important that we listen to and respect what has been a significant negative response by students, alumni and other members of our community. Therefore, I have instructed the communications team to suspend further use of the monogram. For certain applications, this process could require a measure of time to complete. In due course, we will re-evaluate this element of the visual identity system. \"\u003c/p>\n\u003cp>Gavin Newsom, for one, approves of the decision...\u003c/p>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>When the logo began to gain widespread notice this week, \u003ca href=\"http://storify.com/lanow/new-uc-logo-prompts-criticism-petition\">criticism\u003c/a> was swift and brutal. Many thought that the image was not a fitting replacement for the stately university seal, even though the university said the two were meant to coexist. Other common complaints ranged from a perception that the monogram was too corporate-looking to a sense it was incomprehensible and just plain ugly. The university defended it for a few days, but has now relented.\u003c/p>\n\u003cp>\u003c!--more-->\u003c/p>\n\u003cp>\u003ca href=\"http://www.universityofcalifornia.edu/news/article/28817\">Full announcement from UC\u003c/a>:\u003c/p>\n\u003cblockquote>\u003cp>Daniel M. Dooley, senior vice president for external relations at the University of California Office of the President, made the following statement today (Dec. 14):\u003c/p>\n\u003cp>A controversy has developed over an element of an integrated visual identity designed for use by the University of California's systemwide office. This controversy has created a major distraction for the UCOP External Relations Division as it pursues its broader mission: communicating to all Californians the vital contributions UC makes to the quality of their lives and the prosperity of the state.\u003c/p>\n\u003cp>The controversy has been fueled in large part by an unfortunate and false narrative, which framed the matter as an either-or choice between a venerated UC seal and a newly designed monogram.\u003c/p>\n\u003cp>In fact, the graphic element in question was never intended to replace the official seal that still graces diplomas and other appropriate documents. Rather, it was to provide a graphic cue to distinguish systemwide communications materials from those of individual campuses.\u003c/p>\n\u003cp>The monogram was only a piece of the visual identity system — a new approach to typography, photography, colors and the like — that was developed by UCOP design staff.\u003c/p>\n\u003cp>Since it debuted in the past year, this new \"look\" has served the UC system well, replacing what was a clutter of dated materials that varied from UCOP department to department. And it has received praise from an array of accomplished design experts not affiliated with the university.\u003c/p>\n\u003cp>And yet, while I believe the design element in question would win wide acceptance over time, it also is important that we listen to and respect what has been a significant negative response by students, alumni and other members of our community.\u003c/p>\n\u003cp>Therefore, I have instructed the communications team to suspend further use of the monogram. For certain applications, this process could require a measure of time to complete. In due course, we will re-evaluate this element of the visual identity system.\u003c/p>\n\u003cp>My hope going forward is that the passion exhibited for the traditional seal can be redirected toward a broader advocacy for the University of California. For it is only with robust support from the citizens of this state that the university will be able to serve future generations of Californians as well as it has those of the past.\u003c/p>\u003c/blockquote>\n\u003cp>\u003ca name=\"simon\">\u003c/a>\u003cbr>\n\u003cstrong>Update 3 p.m.\u003c/strong>\u003c/p>\n\u003cp>Jason Simon, UC's director of marketing and communications, spoke with KQED's Joshua Johnson this morning about l'affaire monogram. Simon's group was in charge of the rebranding effort, and he spoke about the intention behind the change:\u003c/p>\n\u003cp>\"The biggest thing we were trying to do is demonstrate the vibrancy that happens on our campuses every day. There are amazing things going on throughout the UC system. And a new monogram and a new symbol was meant to capture that forward looking spirit,\" he said.\u003c/p>\n\u003cp>Simon said the rebranding was put through a series of focus groups and online surveys. \"And then beyond that, we took an even bigger risk and an even bigger challenge by having this in an open and public space, waiting for feedback for about nine months. And quite candidly, during that period, we did a lot of public and visible things with the mark and really only heard positive input until this past week or so.\"\u003c/p>\n\u003cp>\"We had a million people or so visiting the site this year,\" he said.\u003c/p>\n\u003cp>Simon said the university finally decided to pull the plug on the logo because it had become \"too much of a distraction.\"\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\"I do feel like we went through the right process, and we took the right steps to get input in...\" Simon said. \"My hope is that we can turn some of the feedback we got into a larger mission of making sure Californians understand the university.\"\u003c/p>\n\n\u003c/div>\u003c/p>",
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"disqusTitle": "Branding Expert Talks UC's Controversial New Logo With Us",
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"content": "\u003cp>\u003ca href=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm.jpeg\">\u003cimg class=\"aligncenter size-medium wp-image-82475\" title=\"university-of-california-rebrands-itself-with-surfer-charm\" src=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm-211x300.jpg\" alt=\"\" width=\"211\" height=\"300\">\u003c/a>\u003c/p>\n\u003cp>Well, that \u003ca href=\"http://ww2.kqed.org/news/2012/12/10/is-the-new-uc-logo-a-big-breath-of-fresh-air-or-a-flushing-toilet/\" target=\"_blank\">didn't go very well\u003c/a>, did it?\u003c/p>\n\u003cp>Boy, you hate to pile on the new University of California logo, especially when the pile is reaching \u003ca href=\"http://www.facebook.com/StopTheUCLogoChange\" target=\"_blank\">Empire State Building levels\u003c/a>. And in the interest of fairness, here's someone from the East Bay Express attempting to add a \u003ca href=\"http://www.eastbayexpress.com/92510/archives/2012/12/12/in-defense-of-the-new-uc-logo\" target=\"_blank\">little perspective\u003c/a> to the controversy over what some are making out to be the biggest branding mistake since someone decided to call one overexposed celebrity couple \"Bennifer.\" Plus here's \u003ca href=\"http://www.mercurynews.com/scott-herhold/ci_22162448/herhold-new-university-california-seal-is-worth-cheering\" target=\"_blank\">Merc columnist Scott Herhold\u003c/a> admitting in public that he actually likes the thing.\u003c/p>\n\u003caside class=\"pullquote alignleft\">\n\u003cul>\n\u003cli>\u003ca href=\"http://ww2.kqed.org/news/2012/12/12/uc-logo/#interview\">\u003cstrong>Interview with branding expert\u003c/strong>\u003c/a>\u003c/li>\n\u003cli>\u003ca href=\"http://www.youtube.com/watch?feature=player_embedded&v=Xt-hO-y4PhA\">\u003cstrong>Video: University of California Identity\u003c/strong>\u003c/a> (UC Office of the President)\u003c/li>\n\u003c/ul>\n\u003c/aside>\n\u003cp>But having said all that, an informal poll of anyone who has expressed an opinion to us over the last 48 hours has given the logo a big thumbs down. And when we say \"informal poll,\" we mean unsolicited and spontaneous effusions, most of which contain the word \"sucks.\" As one person told us: \"When I first saw it I thought it was a hoax.\" (Personally, I don't get the fading yellow C, which in my own semiotic Rorschach test denotes \"long, slow decline.\")\u003c/p>\n\u003cp>Okay... so everyone's a critic. UC, for its part, is\u003ca href=\"http://www.universityofcalifornia.edu/news/article/28794\" target=\"_blank\"> defending the logo and the process by which it was created\u003c/a>, saying a mistaken impression has been fostered that what it's calling a \"small monogram\" is going to replace the traditional University of California seal. \u003c!--more-->\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>\"The seal signifies the prestige and tradition of the university itself, and is a treasured part of the UC identity,\" said one UC official on the system's web site. \"There has never been any plan to replace it with the monogram.\" (The university does say in its \u003ca href=\"http://brand.universityofcalifornia.edu/guidelines/identity-elements.html#!\" target=\"_blank\">University of California Brand Guidelines,\u003c/a> though, that \"The UC monogram with the [words] 'University of California' serves as the primary graphic identifier of the university for systemwide communications.\")\u003c/p>\n\u003cp>In any event, whatever it is, it's clear that a lot of students, alumni and \u003ca href=\"http://latimesblogs.latimes.com/lanow/2012/12/lt-governor-newsom-wants-the-old-uc-logo-restored.html\" target=\"_blank\">Gavin Newsom\u003c/a> don't like it, and the furor is being covered \u003ca href=\"http://www.cbsnews.com/8301-201_162-57558552/new-university-of-california-logo-spurs-mockery/\" target=\"_blank\">far\u003c/a> and \u003ca href=\"http://www.csmonitor.com/USA/Education/2012/1211/New-UC-logo-Marketing-blunder-Or-is-storm-of-criticism-overblown\" target=\"_blank\">wide\u003c/a>.\u003ca name=\"interview\">\u003c/a>\u003c/p>\n\u003cp>So KQED's Joshua Johnson decided to ask an actual branding expert about, you know, just what the hell happened. Here's an edited version of the interview with Paul Parkin, a founding partner of SALT Branding, a San Francisco-based consulting firm whose clients have included AT&T, Coca-Cola and Xerox.\u003c/p>\n\u003cp>\u003cstrong>JOSHUA JOHNSON\u003c/strong>: First, tell us what branding is and what purpose it serves...\u003c/p>\n\u003cp>\u003cstrong>SALT BRANDING'S PAUL PARKIN\u003c/strong>: Branding is the way companies and organizations connect with people. They tell them about what they do, what their products are, and hopefully build a connection about why they should care about them.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: What was your reaction to the new University of California logo?\u003c/p>\n\u003caside class=\"pullquote alignleft\">\u003cstrong>The entire education world is transforming from a very traditional print-based system to a digital-based system. Every school we brand in the education space wants to make sure it's communicating that it's part of that new world.\u003cbr>\n--Paul Parkin, SALT Branding\u003cbr>\n\u003c/strong>\u003c/aside>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: I see something unfocused. It doesn't have any of the associations I expect from the UC system. It just left me a little flat.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: The brand guidelines for UC's new logo have language like 'visionary', 'pioneering, ' 'audacious,' and 'boldly Californian.' Is that the kind of thing one can even boil down to a single image or does it take more than that?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: Logos are sort of the tip of the iceberg. They're the things that in the most shorthand, simplistic way customers see in their communications. But the reality is logos are just the first part of an entire communications strategy where you're really trying to connect with people on lots of different levels.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: How common are rebrandings like this nowadays, particularly in education?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: I think this is becoming more and more common in education. Businesses have done this now for years; most companies go through some kind of rebranding every 10 years or so. They want to make sure they're relevant.\u003c/p>\n\u003cp>But what we're seeing in education is this shift happening very quickly. The entire education world is transforming from a very traditional print-based system to a digital-based system. Every school we brand in the education space wants to make sure it's communicating that it's part of that new world.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: The university says the old logo did not show up properly on digital devices, and that a simpler logo would show up more cleanly. How big of a concern should that be?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: There are some practical things that you have to think about when you're designing things for mobile or other applications. But the reality is the quality of so many devices is so good, you can still keep a more ornate logo if that's relevant to your company.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: Ultimately what difference do you think this will make? At the end of the day won't we still judge UC by things like funding, admission rates, and the quality of education rather than a logo?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: Of course. Brands have reputations they built over years, or in some cases hundreds of years. The brand or logo is a representation of that but is only part of the story, even though it's a very visible part.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: What's the best way forward for the university now that this is out there and drawn so much derision?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: Their biggest problem is they should have spoken to their students before they did it. Today with the social media opportunities we have, more and more brands are reaching out to their students and customers to engage with them, to find out what theyr'e looking for, or more important to really communicate what it is they're trying to do. So that the students don't just look at it as, well it's a good or bad logo, they think of it as here is my school trying to do something different. Do I understand that and does it make sense to me? They missed that opportunity, but they can still reach out, they can still talk to their students.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: It seems like \u003ca href=\"http://www.stanforddaily.com/2012/11/15/1073130/\" target=\"_blank\">Stanford's typeface change\u003c/a> is much more similar to what came before, whereas UC's change is dramatically different. How much does that factor into how people perceive it?\u003c/p>\n\u003cp>\u003cstrong>PARKIN:\u003c/strong> No one likes change. We're all very used to seeing something the same way, and then when it changes it surprises us, so people tend to have a very subjective reaction. Stanford's is a more evolutionary approach, UC is more revolutionary. There are times that revolution is the way to go – you may have a problem and you need to signal a very distinct change. And that may be what UC feels it needs to do as an organization.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: Is there ever a point when an organization needs to just say look, this is what we're doing, and we're moving ahead despite the criticism?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: There are organizations that do that. It's a bit of an old-school way of doing things. I think today people are looking for engagement. You can speak to people, you can understand what's going on, and then you can come out with the same goals, the same vision, but bring the people that support you along so they understand what you're trying to do.\u003c/p>\n\u003cp>\u003cstrong>Update Dec 13\u003c/strong>: Here's a \u003ca href=\"http://www.youtube.com/watch?v=Xt-hO-y4PhA&feature=player_embedded#!\">video\u003c/a> posted last month from the UC Office of the President. It starts with the back of a hand sweeping the traditional seal off of a page and replacing it with the new monogram.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>\u003ciframe src=\"http://www.youtube.com/embed/Xt-hO-y4PhA\" frameborder=\"0\" width=\"500\" height=\"281\">\u003c/iframe>\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003ca href=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm.jpeg\">\u003cimg class=\"aligncenter size-medium wp-image-82475\" title=\"university-of-california-rebrands-itself-with-surfer-charm\" src=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm-211x300.jpg\" alt=\"\" width=\"211\" height=\"300\">\u003c/a>\u003c/p>\n\u003cp>Well, that \u003ca href=\"http://ww2.kqed.org/news/2012/12/10/is-the-new-uc-logo-a-big-breath-of-fresh-air-or-a-flushing-toilet/\" target=\"_blank\">didn't go very well\u003c/a>, did it?\u003c/p>\n\u003cp>Boy, you hate to pile on the new University of California logo, especially when the pile is reaching \u003ca href=\"http://www.facebook.com/StopTheUCLogoChange\" target=\"_blank\">Empire State Building levels\u003c/a>. And in the interest of fairness, here's someone from the East Bay Express attempting to add a \u003ca href=\"http://www.eastbayexpress.com/92510/archives/2012/12/12/in-defense-of-the-new-uc-logo\" target=\"_blank\">little perspective\u003c/a> to the controversy over what some are making out to be the biggest branding mistake since someone decided to call one overexposed celebrity couple \"Bennifer.\" Plus here's \u003ca href=\"http://www.mercurynews.com/scott-herhold/ci_22162448/herhold-new-university-california-seal-is-worth-cheering\" target=\"_blank\">Merc columnist Scott Herhold\u003c/a> admitting in public that he actually likes the thing.\u003c/p>\n\u003caside class=\"pullquote alignleft\">\n\u003cul>\n\u003cli>\u003ca href=\"http://ww2.kqed.org/news/2012/12/12/uc-logo/#interview\">\u003cstrong>Interview with branding expert\u003c/strong>\u003c/a>\u003c/li>\n\u003cli>\u003ca href=\"http://www.youtube.com/watch?feature=player_embedded&v=Xt-hO-y4PhA\">\u003cstrong>Video: University of California Identity\u003c/strong>\u003c/a> (UC Office of the President)\u003c/li>\n\u003c/ul>\n\u003c/aside>\n\u003cp>But having said all that, an informal poll of anyone who has expressed an opinion to us over the last 48 hours has given the logo a big thumbs down. And when we say \"informal poll,\" we mean unsolicited and spontaneous effusions, most of which contain the word \"sucks.\" As one person told us: \"When I first saw it I thought it was a hoax.\" (Personally, I don't get the fading yellow C, which in my own semiotic Rorschach test denotes \"long, slow decline.\")\u003c/p>\n\u003cp>Okay... so everyone's a critic. UC, for its part, is\u003ca href=\"http://www.universityofcalifornia.edu/news/article/28794\" target=\"_blank\"> defending the logo and the process by which it was created\u003c/a>, saying a mistaken impression has been fostered that what it's calling a \"small monogram\" is going to replace the traditional University of California seal. \u003c!--more-->\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>\"The seal signifies the prestige and tradition of the university itself, and is a treasured part of the UC identity,\" said one UC official on the system's web site. \"There has never been any plan to replace it with the monogram.\" (The university does say in its \u003ca href=\"http://brand.universityofcalifornia.edu/guidelines/identity-elements.html#!\" target=\"_blank\">University of California Brand Guidelines,\u003c/a> though, that \"The UC monogram with the [words] 'University of California' serves as the primary graphic identifier of the university for systemwide communications.\")\u003c/p>\n\u003cp>In any event, whatever it is, it's clear that a lot of students, alumni and \u003ca href=\"http://latimesblogs.latimes.com/lanow/2012/12/lt-governor-newsom-wants-the-old-uc-logo-restored.html\" target=\"_blank\">Gavin Newsom\u003c/a> don't like it, and the furor is being covered \u003ca href=\"http://www.cbsnews.com/8301-201_162-57558552/new-university-of-california-logo-spurs-mockery/\" target=\"_blank\">far\u003c/a> and \u003ca href=\"http://www.csmonitor.com/USA/Education/2012/1211/New-UC-logo-Marketing-blunder-Or-is-storm-of-criticism-overblown\" target=\"_blank\">wide\u003c/a>.\u003ca name=\"interview\">\u003c/a>\u003c/p>\n\u003cp>So KQED's Joshua Johnson decided to ask an actual branding expert about, you know, just what the hell happened. Here's an edited version of the interview with Paul Parkin, a founding partner of SALT Branding, a San Francisco-based consulting firm whose clients have included AT&T, Coca-Cola and Xerox.\u003c/p>\n\u003cp>\u003cstrong>JOSHUA JOHNSON\u003c/strong>: First, tell us what branding is and what purpose it serves...\u003c/p>\n\u003cp>\u003cstrong>SALT BRANDING'S PAUL PARKIN\u003c/strong>: Branding is the way companies and organizations connect with people. They tell them about what they do, what their products are, and hopefully build a connection about why they should care about them.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: What was your reaction to the new University of California logo?\u003c/p>\n\u003caside class=\"pullquote alignleft\">\u003cstrong>The entire education world is transforming from a very traditional print-based system to a digital-based system. Every school we brand in the education space wants to make sure it's communicating that it's part of that new world.\u003cbr>\n--Paul Parkin, SALT Branding\u003cbr>\n\u003c/strong>\u003c/aside>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: I see something unfocused. It doesn't have any of the associations I expect from the UC system. It just left me a little flat.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: The brand guidelines for UC's new logo have language like 'visionary', 'pioneering, ' 'audacious,' and 'boldly Californian.' Is that the kind of thing one can even boil down to a single image or does it take more than that?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: Logos are sort of the tip of the iceberg. They're the things that in the most shorthand, simplistic way customers see in their communications. But the reality is logos are just the first part of an entire communications strategy where you're really trying to connect with people on lots of different levels.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: How common are rebrandings like this nowadays, particularly in education?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: I think this is becoming more and more common in education. Businesses have done this now for years; most companies go through some kind of rebranding every 10 years or so. They want to make sure they're relevant.\u003c/p>\n\u003cp>But what we're seeing in education is this shift happening very quickly. The entire education world is transforming from a very traditional print-based system to a digital-based system. Every school we brand in the education space wants to make sure it's communicating that it's part of that new world.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: The university says the old logo did not show up properly on digital devices, and that a simpler logo would show up more cleanly. How big of a concern should that be?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: There are some practical things that you have to think about when you're designing things for mobile or other applications. But the reality is the quality of so many devices is so good, you can still keep a more ornate logo if that's relevant to your company.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: Ultimately what difference do you think this will make? At the end of the day won't we still judge UC by things like funding, admission rates, and the quality of education rather than a logo?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: Of course. Brands have reputations they built over years, or in some cases hundreds of years. The brand or logo is a representation of that but is only part of the story, even though it's a very visible part.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: What's the best way forward for the university now that this is out there and drawn so much derision?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: Their biggest problem is they should have spoken to their students before they did it. Today with the social media opportunities we have, more and more brands are reaching out to their students and customers to engage with them, to find out what theyr'e looking for, or more important to really communicate what it is they're trying to do. So that the students don't just look at it as, well it's a good or bad logo, they think of it as here is my school trying to do something different. Do I understand that and does it make sense to me? They missed that opportunity, but they can still reach out, they can still talk to their students.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: It seems like \u003ca href=\"http://www.stanforddaily.com/2012/11/15/1073130/\" target=\"_blank\">Stanford's typeface change\u003c/a> is much more similar to what came before, whereas UC's change is dramatically different. How much does that factor into how people perceive it?\u003c/p>\n\u003cp>\u003cstrong>PARKIN:\u003c/strong> No one likes change. We're all very used to seeing something the same way, and then when it changes it surprises us, so people tend to have a very subjective reaction. Stanford's is a more evolutionary approach, UC is more revolutionary. There are times that revolution is the way to go – you may have a problem and you need to signal a very distinct change. And that may be what UC feels it needs to do as an organization.\u003c/p>\n\u003cp>\u003cstrong>JOHNSON\u003c/strong>: Is there ever a point when an organization needs to just say look, this is what we're doing, and we're moving ahead despite the criticism?\u003c/p>\n\u003cp>\u003cstrong>PARKIN\u003c/strong>: There are organizations that do that. It's a bit of an old-school way of doing things. I think today people are looking for engagement. You can speak to people, you can understand what's going on, and then you can come out with the same goals, the same vision, but bring the people that support you along so they understand what you're trying to do.\u003c/p>\n\u003cp>\u003cstrong>Update Dec 13\u003c/strong>: Here's a \u003ca href=\"http://www.youtube.com/watch?v=Xt-hO-y4PhA&feature=player_embedded#!\">video\u003c/a> posted last month from the UC Office of the President. It starts with the back of a hand sweeping the traditional seal off of a page and replacing it with the new monogram.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"disqusTitle": "Is the New UC Logo a 'Big Breath of Fresh Air' or 'a Flushing Toilet'?",
"title": "Is the New UC Logo a 'Big Breath of Fresh Air' or 'a Flushing Toilet'?",
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"content": "\u003cp>\u003cstrong>UPDATE 2:37 pm. Dec. 14:\u003c/strong> The university has suspended use of the controversial logo. Learn more \u003ca href=\"http://ww2.kqed.org/news/2012/12/14/uc-suspends-use-of-new-logo/\">here\u003c/a>. A UC online video about the logo that had appeared at the bottom of this post has been removed from the Internet by the university.\u003c/p>\n\u003cp>\u003cstrong>UPDATE 4:46 pm. Dec. 11: \u003c/strong> The university's press office has posted a lengthy \u003ca href=\"http://www.universityofcalifornia.edu/news/article/28794\">response\u003c/a> to the online criticism of the new logo that in part explains the difference between the logo and the \u003ca href=\"http://brand.universityofcalifornia.edu/guidelines/the-uc-seal.html\">UC seal\u003c/a>. In the response the logo is described as a \"small monogram that appears on many of the university's systemwide Web pages, as well as its marketing and communication materials.\" The response also includes these quotes from Jason Simon, the marketing communications director at the university's office of the president:\u003c/p>\n\u003cblockquote>\u003cp>\"The seal signifies the prestige and tradition of the university itself, and is a treasured part of the UC identity,\" Simon said. \"There has never been any plan to replace it with the monogram.\"\u003c/p>\u003c/blockquote>\n\u003cblockquote>\u003cp>The monogram serves an entirely different visual function than the UC seal — and media images showing the two symbols side by side have fueled that misunderstanding, Simon said.\u003c/p>\u003c/blockquote>\n\u003cblockquote>\u003cp>Simon said there has been no discussion about dropping the monogram, but stressed that all of the elements of the systemwide visual identity were designed to be flexible, with the expectation that they would evolve over time.\u003c/p>\u003c/blockquote>\n\u003cp>An \u003ca href=\"http://www.change.org/petitions/university-of-california-stop-the-new-uc-logo\">online petition\u003c/a> asking the UC's Board of Regents to find an alternative to the logo now has more than 47,000 supporters.\u003c/p>\n\u003cp>\u003cstrong>UPDATE 2:37 p.m. Dec. 11:\u003c/strong> The University of California just posted this response to the criticism of the logo on its \u003ca href=\"http://www.facebook.com/universityofcalifornia/posts/10151133754456923\">Facebook page\u003c/a>:\u003c/p>\n\u003cblockquote>\u003cp>We've been listening intently to the feedback on the UC symbol, and we wanted to make sure people saw that it is just a part of a richer picture. Here's a little bit of the before and after: \u003ca href=\"http://www.universityofcalifornia.edu/news/documents/uc_brand_large.pdf\">http://www.universityofcalifornia.edu/news/documents/uc_brand_large.pdf.\u003c/a>\u003c/p>\n\u003cp>Here's the thing: It's not replacing anything. There wasn't a logo before, and the UC seal isn't going anywhere. The symbol also isn't new. It's been on websites, brochures, advertising and other places for nearly a year now.\u003c/p>\n\u003cp>Did we consult people and test it? Of course. And we also used it in a mobile exhibit that stopped at all 10 campuses and nearly 30 other locations throughout California from September through November. More than 60,000 people came to the tour stops, letting their voices be heard on what really matters: ensuring that Californians understand the value and commitment UC has to making our state better.\u003c/p>\n\u003cp>Does everyone like the new symbol? No. That's very clear. But strong differences of opinion and energetic debate are part of what's made UC such an amazing place. This system reflects that diversity of thought: All of the elements (not just the symbol) were designed to be flexible, so it may evolve over time.\u003c/p>\u003c/blockquote>\n\u003cp>\u003cem>Original post:\u003c/em>\u003c/p>\n\u003cfigure id=\"attachment_82475\" class=\"wp-caption alignright\" style=\"max-width: 211px\">\u003ca href=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm.jpeg\">\u003cimg class=\"size-medium wp-image-82475 \" title=\"university-of-california-rebrands-itself-with-surfer-charm\" src=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm-211x300.jpg\" alt=\"The University of California's new monogram logo.\" width=\"211\" height=\"300\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The University of California's new monogram logo.\u003c/figcaption>\u003c/figure>\n\u003cp>To Ethan Davis, the \u003ca href=\"http://brand.universityofcalifornia.edu/guidelines/identity-elements.html#!\">new visual branding\u003c/a> for the University of California is \"a witty, fresh, charismatic and entirely unstuffy aesthetic — an aesthetic that seemed to go against all standard expectations of what public education should look like.\" Davis writes on the blog \u003ca href=\"http://grainedit.com/2012/12/05/university-of-california-branding/\">Grain Edit\u003c/a> that the university's new identity is part of what drew him to the job as a senior designer for the UC system.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>\"It’s exciting, and a big breath of fresh air to be involved. I look forward to more of it,\" he states.\u003c/p>\n\u003cp>Others, however, are describing the new branding in less flattering terms.\u003c/p>\n\u003cp>\"This looks like a flushing toilet,\" writes one commenter on the Grain Edit post.\u003c/p>\n\u003cp>\"...complete with buttocks,\" adds another. On the \u003ca href=\"http://www.facebook.com/photo.php?fbid=392292520845151&set=a.117611171646622.21467.107786349295771&type=1\">KQED News Facebook page\u003c/a>, commenters called it \"lame,\" \"hideous\" and \"ridiculously ugly.\" \u003c!--more-->News reports about the change late last week have sparked an online protest that includes a \u003ca href=\"http://www.change.org/petitions/university-of-california-stop-the-new-uc-logo\">petition\u003c/a> asking the UC's Board of Regents to find an alternative to the new branding. The petition had attracted more than 37,000 supporters by this morning.\u003c/p>\n\u003caside class=\"pullquote alignleft\">\n\u003cul>\n\u003cli>\u003cstrong>\u003ca href=\"http://storify.com/lanow/new-uc-logo-prompts-criticism-petition\">More Reaction to the New Logo\u003c/a>\u003c/strong>\u003c/li>\n\u003cli>\u003cstrong>\u003ca href=\"http://www.facebook.com/NPR/posts/132455383578388\">Comments From the NPR Facebook Page\u003c/a>\u003c/strong>\u003c/li>\n\u003cli>\u003cstrong>\u003ca href=\"http://www.mercurynews.com/scott-herhold/ci_22162448/herhold-new-university-california-seal-is-worth-cheering\">A Columnist Who Likes the New Logo\u003c/a>\u003c/strong>\u003c/li>\n\u003c/ul>\n\u003c/aside>\n\u003cp>Some also have taken to the comment threads of news organizations and blogs to voice their displeasure with the change. A commenter on a \u003ca href=\"http://www.fastcodesign.com/1671302/university-of-california-rebrands-itself-with-surfer-charm#1\">Fast Company post\u003c/a> about the rebranding writes that \"it's demoralizing to hear that our University system is making a joke of itself.\"\u003c/p>\n\u003cp>That's probably not the reaction university officials were hoping for when they began the unveiling. The UC's \u003ca href=\"http://brand.universityofcalifornia.edu/guidelines/identity-elements.html#!\">brand guidelines\u003c/a> state that the change \"embodies both the relevance and rootedness of the university.\" UC system spokeswoman Dianne Klein talked with the \u003ca href=\"http://latimesblogs.latimes.com/lanow/2012/12/online-protest-rages-over-ugly-undignified-new-uc-logo.html\">Los Angeles Times\u003c/a> about the inspiration for the change and how the new branding would be used. She emphasized that it will not replace the university's seal.\u003c/p>\n\u003cblockquote>\u003cp>...Klein said critics wrongly assume that UC is eliminating the traditional symbol. In fact, that will remain on all diplomas and official correspondence such as presidential letters, among other uses.\u003c/p>\n\u003cp>But she said the old logo does not reproduce well in small size on Internet pages and that UC wanted something more visually contemporary and versatile, especially for online efforts to seek donations and recruit applicants.\u003c/p>\u003c/blockquote>\n\u003cp>Among the places that you'll find the new branding is on \u003ca href=\"http://www.onwardcalifornia.com/\">Onward California\u003c/a>, the university's new fundraising site. Vanessa Correa, the university's creative director and the leader of the team that created the new logo, told Fast Company that it's \"meant to be scalable, flexible, dynamic, and adaptable; something that would let us talk to our diverse audiences while maintaining recognizability.\"\u003c/p>\n\u003cblockquote>\u003cp>“Our unit was formed with the express purpose of improving the university’s ability to tell its stories,” says Correa, who was principal of her own studio in Chicago before moving west. “How can we make them intelligible and relevant to the public?” UC is a hub not only for groundbreaking research, but for the Bay Area’s burgeoning startup scene. The identity would need to reflect all of that.\u003c/p>\u003c/blockquote>\n\u003cp>A post on the petition opposing the change quotes a university official as saying that UC is listening to the feedback it's receiving online.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>What do you think of the new branding? Does it reflect the university's identity? Post a comment below and let us know.\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cstrong>UPDATE 2:37 pm. Dec. 14:\u003c/strong> The university has suspended use of the controversial logo. Learn more \u003ca href=\"http://ww2.kqed.org/news/2012/12/14/uc-suspends-use-of-new-logo/\">here\u003c/a>. A UC online video about the logo that had appeared at the bottom of this post has been removed from the Internet by the university.\u003c/p>\n\u003cp>\u003cstrong>UPDATE 4:46 pm. Dec. 11: \u003c/strong> The university's press office has posted a lengthy \u003ca href=\"http://www.universityofcalifornia.edu/news/article/28794\">response\u003c/a> to the online criticism of the new logo that in part explains the difference between the logo and the \u003ca href=\"http://brand.universityofcalifornia.edu/guidelines/the-uc-seal.html\">UC seal\u003c/a>. In the response the logo is described as a \"small monogram that appears on many of the university's systemwide Web pages, as well as its marketing and communication materials.\" The response also includes these quotes from Jason Simon, the marketing communications director at the university's office of the president:\u003c/p>\n\u003cblockquote>\u003cp>\"The seal signifies the prestige and tradition of the university itself, and is a treasured part of the UC identity,\" Simon said. \"There has never been any plan to replace it with the monogram.\"\u003c/p>\u003c/blockquote>\n\u003cblockquote>\u003cp>The monogram serves an entirely different visual function than the UC seal — and media images showing the two symbols side by side have fueled that misunderstanding, Simon said.\u003c/p>\u003c/blockquote>\n\u003cblockquote>\u003cp>Simon said there has been no discussion about dropping the monogram, but stressed that all of the elements of the systemwide visual identity were designed to be flexible, with the expectation that they would evolve over time.\u003c/p>\u003c/blockquote>\n\u003cp>An \u003ca href=\"http://www.change.org/petitions/university-of-california-stop-the-new-uc-logo\">online petition\u003c/a> asking the UC's Board of Regents to find an alternative to the logo now has more than 47,000 supporters.\u003c/p>\n\u003cp>\u003cstrong>UPDATE 2:37 p.m. Dec. 11:\u003c/strong> The University of California just posted this response to the criticism of the logo on its \u003ca href=\"http://www.facebook.com/universityofcalifornia/posts/10151133754456923\">Facebook page\u003c/a>:\u003c/p>\n\u003cblockquote>\u003cp>We've been listening intently to the feedback on the UC symbol, and we wanted to make sure people saw that it is just a part of a richer picture. Here's a little bit of the before and after: \u003ca href=\"http://www.universityofcalifornia.edu/news/documents/uc_brand_large.pdf\">http://www.universityofcalifornia.edu/news/documents/uc_brand_large.pdf.\u003c/a>\u003c/p>\n\u003cp>Here's the thing: It's not replacing anything. There wasn't a logo before, and the UC seal isn't going anywhere. The symbol also isn't new. It's been on websites, brochures, advertising and other places for nearly a year now.\u003c/p>\n\u003cp>Did we consult people and test it? Of course. And we also used it in a mobile exhibit that stopped at all 10 campuses and nearly 30 other locations throughout California from September through November. More than 60,000 people came to the tour stops, letting their voices be heard on what really matters: ensuring that Californians understand the value and commitment UC has to making our state better.\u003c/p>\n\u003cp>Does everyone like the new symbol? No. That's very clear. But strong differences of opinion and energetic debate are part of what's made UC such an amazing place. This system reflects that diversity of thought: All of the elements (not just the symbol) were designed to be flexible, so it may evolve over time.\u003c/p>\u003c/blockquote>\n\u003cp>\u003cem>Original post:\u003c/em>\u003c/p>\n\u003cfigure id=\"attachment_82475\" class=\"wp-caption alignright\" style=\"max-width: 211px\">\u003ca href=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm.jpeg\">\u003cimg class=\"size-medium wp-image-82475 \" title=\"university-of-california-rebrands-itself-with-surfer-charm\" src=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/12/university-of-california-rebrands-itself-with-surfer-charm-211x300.jpg\" alt=\"The University of California's new monogram logo.\" width=\"211\" height=\"300\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The University of California's new monogram logo.\u003c/figcaption>\u003c/figure>\n\u003cp>To Ethan Davis, the \u003ca href=\"http://brand.universityofcalifornia.edu/guidelines/identity-elements.html#!\">new visual branding\u003c/a> for the University of California is \"a witty, fresh, charismatic and entirely unstuffy aesthetic — an aesthetic that seemed to go against all standard expectations of what public education should look like.\" Davis writes on the blog \u003ca href=\"http://grainedit.com/2012/12/05/university-of-california-branding/\">Grain Edit\u003c/a> that the university's new identity is part of what drew him to the job as a senior designer for the UC system.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>\"It’s exciting, and a big breath of fresh air to be involved. I look forward to more of it,\" he states.\u003c/p>\n\u003cp>Others, however, are describing the new branding in less flattering terms.\u003c/p>\n\u003cp>\"This looks like a flushing toilet,\" writes one commenter on the Grain Edit post.\u003c/p>\n\u003cp>\"...complete with buttocks,\" adds another. On the \u003ca href=\"http://www.facebook.com/photo.php?fbid=392292520845151&set=a.117611171646622.21467.107786349295771&type=1\">KQED News Facebook page\u003c/a>, commenters called it \"lame,\" \"hideous\" and \"ridiculously ugly.\" \u003c!--more-->News reports about the change late last week have sparked an online protest that includes a \u003ca href=\"http://www.change.org/petitions/university-of-california-stop-the-new-uc-logo\">petition\u003c/a> asking the UC's Board of Regents to find an alternative to the new branding. The petition had attracted more than 37,000 supporters by this morning.\u003c/p>\n\u003caside class=\"pullquote alignleft\">\n\u003cul>\n\u003cli>\u003cstrong>\u003ca href=\"http://storify.com/lanow/new-uc-logo-prompts-criticism-petition\">More Reaction to the New Logo\u003c/a>\u003c/strong>\u003c/li>\n\u003cli>\u003cstrong>\u003ca href=\"http://www.facebook.com/NPR/posts/132455383578388\">Comments From the NPR Facebook Page\u003c/a>\u003c/strong>\u003c/li>\n\u003cli>\u003cstrong>\u003ca href=\"http://www.mercurynews.com/scott-herhold/ci_22162448/herhold-new-university-california-seal-is-worth-cheering\">A Columnist Who Likes the New Logo\u003c/a>\u003c/strong>\u003c/li>\n\u003c/ul>\n\u003c/aside>\n\u003cp>Some also have taken to the comment threads of news organizations and blogs to voice their displeasure with the change. A commenter on a \u003ca href=\"http://www.fastcodesign.com/1671302/university-of-california-rebrands-itself-with-surfer-charm#1\">Fast Company post\u003c/a> about the rebranding writes that \"it's demoralizing to hear that our University system is making a joke of itself.\"\u003c/p>\n\u003cp>That's probably not the reaction university officials were hoping for when they began the unveiling. The UC's \u003ca href=\"http://brand.universityofcalifornia.edu/guidelines/identity-elements.html#!\">brand guidelines\u003c/a> state that the change \"embodies both the relevance and rootedness of the university.\" UC system spokeswoman Dianne Klein talked with the \u003ca href=\"http://latimesblogs.latimes.com/lanow/2012/12/online-protest-rages-over-ugly-undignified-new-uc-logo.html\">Los Angeles Times\u003c/a> about the inspiration for the change and how the new branding would be used. She emphasized that it will not replace the university's seal.\u003c/p>\n\u003cblockquote>\u003cp>...Klein said critics wrongly assume that UC is eliminating the traditional symbol. In fact, that will remain on all diplomas and official correspondence such as presidential letters, among other uses.\u003c/p>\n\u003cp>But she said the old logo does not reproduce well in small size on Internet pages and that UC wanted something more visually contemporary and versatile, especially for online efforts to seek donations and recruit applicants.\u003c/p>\u003c/blockquote>\n\u003cp>Among the places that you'll find the new branding is on \u003ca href=\"http://www.onwardcalifornia.com/\">Onward California\u003c/a>, the university's new fundraising site. Vanessa Correa, the university's creative director and the leader of the team that created the new logo, told Fast Company that it's \"meant to be scalable, flexible, dynamic, and adaptable; something that would let us talk to our diverse audiences while maintaining recognizability.\"\u003c/p>\n\u003cblockquote>\u003cp>“Our unit was formed with the express purpose of improving the university’s ability to tell its stories,” says Correa, who was principal of her own studio in Chicago before moving west. “How can we make them intelligible and relevant to the public?” UC is a hub not only for groundbreaking research, but for the Bay Area’s burgeoning startup scene. The identity would need to reflect all of that.\u003c/p>\u003c/blockquote>\n\u003cp>A post on the petition opposing the change quotes a university official as saying that UC is listening to the feedback it's receiving online.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>What do you think of the new branding? Does it reflect the university's identity? Post a comment below and let us know.\u003c/p>\n\n\u003c/div>\u003c/p>",
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"content": "\u003cul>\n\u003cli> \u003ca href=\"http://www.sfgate.com/education/article/Major-tuition-break-OKd-by-Assembly-3785812.php\">Major tuition break OKd by Assembly\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp>Middle-class students at California's public universities are one big step closer to receiving a major tuition break, after the Assembly narrowly approved a measure Monday that would fund college scholarships by eliminating a corporate tax break.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21307673/solyndra-agrees-pay-3-5-million-settlement-its\">Solyndra agrees to pay $3.5 million in a settlement with its laid-off employees\u003c/a> (Oakland Tribune)\u003cbr>\n\u003cblockquote>\u003cp>Solyndra has agreed to pay $3.5 million to settle claims that the bankrupt solar company failed to properly notify employees that it was halting operations. About 1,100 employees lost their jobs with no warning when Solyndra, a solar panel maker, closed its doors in August 2011. A few days after that, last September, the company filed for bankruptcy. Employees, including Peter Kohlstadt and Dan Braun, sued Solyndra. They claimed they were entitled to at least 60 days' notice before losing their jobs, according to public documents filed with the U.S. Bankruptcy Court in Delaware.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21307087/biggest-immigration-relief-generation-begins-wednesday\">Biggest immigration relief in a generation begins Wednesday\u003c/a> (Contra Costa Times)\u003cbr>\n\u003cblockquote>\u003cp>The most expansive immigration relief policy in 25 years will begin Wednesday, when thousands of young illegal immigrants in the Bay Area and nationwide are expected to apply for work permits granted by the Obama administration. No lines will be forming at immigration offices in Oakland, San Jose and other cities. Instead, anyone interested must sign up online for work permits and protection from deportation. The forms are expected to be posted on the U.S. Citizen and Immigration Services website Wednesday.\u003c/p>\u003c/blockquote>\n\u003c/li>\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21309239/oakland-police-shut-down-peoples-library-installed-vacant\"> Oakland police shut down 'people's library' installed in vacant building\u003c/a> (Oakland Tribune)\u003cbr>\n\u003cblockquote>\u003cp>Police ordered activists Monday night to leave the \"people's library\" they'd installed in a vacant city building, an officer said. Ten to 15 people left the property at 1449 Miller Ave., near International Boulevard, shortly after officers entered the building at about 11 p.m. and told the activists they were trespassing, police spokeswoman Officer Johnna Watson said\u003c/p>\u003c/blockquote>\n\u003c/li>\n\n\u003cli>\u003ca href=\"http://www.sfgate.com/bayarea/article/Chevron-considered-replacing-pipe-3785841.php\">Chevron considered replacing pipe\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp>Chevron officials initially deemed the pipe that failed dramatically last week, causing a major fire at its Richmond refinery, as possibly needing replacement last year but ultimately cleared it for five more years of service, The Chronicle has learned.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21308826/richmond-refinery-repairs-could-take-several-months-chevron\">Richmond refinery repairs could take several months for Chevron to complete\u003c/a> (Contra Costa Times)\u003cbr>\n\u003cblockquote>\u003cp>The permit process to approve a replacement or repair of the fire-scarred Crude Unit No. 4 at Chevron's Richmond refinery could take \"months\" to complete, a top city official said. That estimate, from Richmond City Manager Bill Lindsay, suggests that Chevron might not be back in full operation for three to six months. It's unknown how long repairs might take once the permits are approved.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.siliconvalley.com/apple-vs-samsung/ci_21304630/apple-samsung-patent-trial-rests-its-case-musika-damages\">Apple rests its patent case against Samsung\u003c/a> (SJ Mercury News)\u003cbr>\n\u003cblockquote>\u003cp>Ending its case in a blaze of dollar signs, Apple's final witness in its smartphone legal war with Samsung calculated the record damages -- up to $2.75 billion -- Apple is urging a jury to award if it finds in the iPhone maker's favor. Apple expert Terry Musika's estimate of what could be owed to Apple was the final touch after three weeks of federal court testimony on Apple's claims that Samsung copied the iPhone and iPad in its smartphones and tablets... Samsung, which has denied copying Apple's products, put on its first two witnesses Monday. Samsung is both defending itself against Apple's claims and also asserting counterclaims that Apple violated some of the South Korean company's basic patents.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21306118/steve-jobs-palo-alto-home-burglarized\">Steve Jobs' Palo Alto home burglarized, Alameda resident is in custody.\u003c/a> (SJ Mercury News)\u003cbr>\n\u003cblockquote>\u003cp>Not even the home of Silicon Valley legend Steve Jobs has escaped a Bay Area-wide upswing in residential burglaries. But unlike a majority of those crimes, a suspect is in custody. The deceased Apple co-founder's home on the 2100 block of Waverley Street in Palo Alto was burglarized July 17, said Santa Clara County Deputy District Attorney Tom Flattery, a member of the high-technology crimes unit. More than $60,000 worth of \"computers and personal items\" were allegedly stolen, but Flattery declined to say whether they belonged to Jobs, who died last year at the age of 56, or another family member.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.sfgate.com/bayarea/article/Rod-Gun-Club-gets-2nd-shot-at-survival-3785694.php\">Rod & Gun Club gets 2nd shot at survival\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp>The Pacific Rod & Gun Club, facing eviction on Wednesday for failing to reach an agreement with the city on updating its 78-year-old lease, is getting another shot at survival. The Public Utilities Commission extended the eviction deadline for the city's only outdoor shooting range to Sept. 5 after the club agreed to increasing its liability insurance and other terms that would modernize the lease. In the meantime, club officials will meet with the PUC to resolve the million-dollar question: whether the city is liable for any past damages on the property.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.sfgate.com/bayarea/article/Clipper-to-charge-for-missed-payments-3785689.php\">Clipper to charge for missed payments\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp>Proving again that there is no such thing as a free ride - legally, at least - Clipper is notifying thousands of transit riders that it will be collecting missed payments dating as far back as 2010. Customers who made 7,954 uncollected transactions will receive e-mailed notices through the beginning of September alerting them that their accounts will be charged for missed payments. It's not clear how many customers will be affected because transit fares and card usage vary, but Clipper failed to collect a total of $231,000.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.sfgate.com/bayarea/article/Peninsula-Marine-killed-in-Afghanistan-3785453.php\">Peninsula Marine killed in Afghanistan\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp> U.S. Marine Capt. Matthew Manoukian of Los Altos Hills planned to leave the service next year and enroll in law school, following in the footsteps of his parents who both serve on the bench. But Capt. Manoukian, 29, and two other Marines were killed Friday \"while conducting combat operations\" in Helmand province, Afghanistan, the Defense Department said.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003c/ul>\n\u003cp>[ad fullwidth]\u003c/p>\u003cp>\u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cul>\n\u003cli> \u003ca href=\"http://www.sfgate.com/education/article/Major-tuition-break-OKd-by-Assembly-3785812.php\">Major tuition break OKd by Assembly\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp>Middle-class students at California's public universities are one big step closer to receiving a major tuition break, after the Assembly narrowly approved a measure Monday that would fund college scholarships by eliminating a corporate tax break.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21307673/solyndra-agrees-pay-3-5-million-settlement-its\">Solyndra agrees to pay $3.5 million in a settlement with its laid-off employees\u003c/a> (Oakland Tribune)\u003cbr>\n\u003cblockquote>\u003cp>Solyndra has agreed to pay $3.5 million to settle claims that the bankrupt solar company failed to properly notify employees that it was halting operations. About 1,100 employees lost their jobs with no warning when Solyndra, a solar panel maker, closed its doors in August 2011. A few days after that, last September, the company filed for bankruptcy. Employees, including Peter Kohlstadt and Dan Braun, sued Solyndra. They claimed they were entitled to at least 60 days' notice before losing their jobs, according to public documents filed with the U.S. Bankruptcy Court in Delaware.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21307087/biggest-immigration-relief-generation-begins-wednesday\">Biggest immigration relief in a generation begins Wednesday\u003c/a> (Contra Costa Times)\u003cbr>\n\u003cblockquote>\u003cp>The most expansive immigration relief policy in 25 years will begin Wednesday, when thousands of young illegal immigrants in the Bay Area and nationwide are expected to apply for work permits granted by the Obama administration. No lines will be forming at immigration offices in Oakland, San Jose and other cities. Instead, anyone interested must sign up online for work permits and protection from deportation. The forms are expected to be posted on the U.S. Citizen and Immigration Services website Wednesday.\u003c/p>\u003c/blockquote>\n\u003c/li>\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21309239/oakland-police-shut-down-peoples-library-installed-vacant\"> Oakland police shut down 'people's library' installed in vacant building\u003c/a> (Oakland Tribune)\u003cbr>\n\u003cblockquote>\u003cp>Police ordered activists Monday night to leave the \"people's library\" they'd installed in a vacant city building, an officer said. Ten to 15 people left the property at 1449 Miller Ave., near International Boulevard, shortly after officers entered the building at about 11 p.m. and told the activists they were trespassing, police spokeswoman Officer Johnna Watson said\u003c/p>\u003c/blockquote>\n\u003c/li>\n\n\u003cli>\u003ca href=\"http://www.sfgate.com/bayarea/article/Chevron-considered-replacing-pipe-3785841.php\">Chevron considered replacing pipe\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp>Chevron officials initially deemed the pipe that failed dramatically last week, causing a major fire at its Richmond refinery, as possibly needing replacement last year but ultimately cleared it for five more years of service, The Chronicle has learned.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21308826/richmond-refinery-repairs-could-take-several-months-chevron\">Richmond refinery repairs could take several months for Chevron to complete\u003c/a> (Contra Costa Times)\u003cbr>\n\u003cblockquote>\u003cp>The permit process to approve a replacement or repair of the fire-scarred Crude Unit No. 4 at Chevron's Richmond refinery could take \"months\" to complete, a top city official said. That estimate, from Richmond City Manager Bill Lindsay, suggests that Chevron might not be back in full operation for three to six months. It's unknown how long repairs might take once the permits are approved.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.siliconvalley.com/apple-vs-samsung/ci_21304630/apple-samsung-patent-trial-rests-its-case-musika-damages\">Apple rests its patent case against Samsung\u003c/a> (SJ Mercury News)\u003cbr>\n\u003cblockquote>\u003cp>Ending its case in a blaze of dollar signs, Apple's final witness in its smartphone legal war with Samsung calculated the record damages -- up to $2.75 billion -- Apple is urging a jury to award if it finds in the iPhone maker's favor. Apple expert Terry Musika's estimate of what could be owed to Apple was the final touch after three weeks of federal court testimony on Apple's claims that Samsung copied the iPhone and iPad in its smartphones and tablets... Samsung, which has denied copying Apple's products, put on its first two witnesses Monday. Samsung is both defending itself against Apple's claims and also asserting counterclaims that Apple violated some of the South Korean company's basic patents.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.insidebayarea.com/news/ci_21306118/steve-jobs-palo-alto-home-burglarized\">Steve Jobs' Palo Alto home burglarized, Alameda resident is in custody.\u003c/a> (SJ Mercury News)\u003cbr>\n\u003cblockquote>\u003cp>Not even the home of Silicon Valley legend Steve Jobs has escaped a Bay Area-wide upswing in residential burglaries. But unlike a majority of those crimes, a suspect is in custody. The deceased Apple co-founder's home on the 2100 block of Waverley Street in Palo Alto was burglarized July 17, said Santa Clara County Deputy District Attorney Tom Flattery, a member of the high-technology crimes unit. More than $60,000 worth of \"computers and personal items\" were allegedly stolen, but Flattery declined to say whether they belonged to Jobs, who died last year at the age of 56, or another family member.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.sfgate.com/bayarea/article/Rod-Gun-Club-gets-2nd-shot-at-survival-3785694.php\">Rod & Gun Club gets 2nd shot at survival\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp>The Pacific Rod & Gun Club, facing eviction on Wednesday for failing to reach an agreement with the city on updating its 78-year-old lease, is getting another shot at survival. The Public Utilities Commission extended the eviction deadline for the city's only outdoor shooting range to Sept. 5 after the club agreed to increasing its liability insurance and other terms that would modernize the lease. In the meantime, club officials will meet with the PUC to resolve the million-dollar question: whether the city is liable for any past damages on the property.\u003c/p>\u003c/blockquote>\n\u003c/li>\n\u003cli>\u003ca href=\"http://www.sfgate.com/bayarea/article/Clipper-to-charge-for-missed-payments-3785689.php\">Clipper to charge for missed payments\u003c/a> (SF Chronicle)\u003cbr>\n\u003cblockquote>\u003cp>Proving again that there is no such thing as a free ride - legally, at least - Clipper is notifying thousands of transit riders that it will be collecting missed payments dating as far back as 2010. Customers who made 7,954 uncollected transactions will receive e-mailed notices through the beginning of September alerting them that their accounts will be charged for missed payments. 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"content": "\u003cp>By Terence Chea, Associated Press\u003c/p>\n\u003cp>SAN FRANCISCO (AP) -- University of California students will likely face a steep midyear tuition increase if voters reject Gov. Jerry Brown's tax initiative.\u003c/p>\n\u003cfigure id=\"attachment_70026\" class=\"wp-caption alignleft\" style=\"max-width: 234px\">\u003ca href=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/07/occupy-protest-at-UC-Berkeley.jpg\">\u003cimg class=\"size-full wp-image-70026 \" title=\"occupy protest at UC Berkeley\" src=\"http://ww2.kqed.org/news/wp-content/uploads/sites/10/2012/07/occupy-protest-at-UC-Berkeley.jpg\" alt=\"\" width=\"234\" height=\"155\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Students protested tuition hikes among other grievances at demonstrations organized by Occupy Cal last year. (Tracey Taylor/Berkeleyside)\u003c/figcaption>\u003c/figure>\n\u003cp>The 10-campus system will need to consider raising tuition by as much as 20 percent in January if the November ballot measure fails, according to documents posted online ahead of next week's UC Board of Regents meeting. Under that scenario, in-state undergraduate tuition would rise by $2,472 to $14,664.\u003c/p>\n\u003cp>At their meeting in San Francisco, the regents are expected to vote on a measure to freeze tuition at 2011-2012 levels and endorse the governor's initiative, which temporarily raises the sales tax and boosts the income tax on people who make more than $250,000 a year.\u003c/p>\n\u003cp>Under the recently adopted state budget for 2012-2013, state funding for the UC system would remain stable this fiscal year and increase by $125 million next year -- if the university does not raise tuition and voters approve Brown's tax measure.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>\u003c!--more-->But if the initiative doesn't pass, the university system would face a midyear funding reduction of $250 million -- and wouldn't get the additional $125 million next year. That ``trigger cut'' would lower state funding of UC to $2.13 billion, compared with $3.26 billion in 2007-2008.\u003c/p>\n\u003cp>UC officials say the university would need to raise tuition by 20 percent if the entire budget shortfall was covered by a tuition increase alone. The system could raise tuition by a lesser amount if it finds other ways to raise revenue or cut costs.\u003c/p>\n\u003cp>\"The stakes are pretty clear,'' UC spokesman Steve Montiel said Tuesday. ``If the initiative doesn't pass, it would be a tough situation for the university and ultimately for the students.''\u003c/p>\n\u003cp>In recent years, UC has repeatedly raised tuition -- and made deep cuts to campus services and academic programs -- in response to sharp reductions in state funding. Students now pay nearly twice as much as they did five years ago.\u003c/p>\n\u003cp>The prospect of another sharp tuition hike should motivate students and other people who care about higher education to support the governor's tax initiative, said Claudia Magana, president of the University of California Students Association.\u003c/p>\n\u003cp>The students association plans to ramp up efforts to register students to vote this fall, Magana said.\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\"We want to educate students on what this vote means,'' she said. \"We'll be doing everything in our power to make sure that it does pass.''\u003c/p>\n\n",
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"content": "\u003cp>\u003cstrong>KQED Staff and Wires\u003c/strong>\u003c/p>\n\u003cp>SAN FRANCISCO (AP) – The cost of pensions and retiree health benefits are soaring at the University of California, increasing pressure to raise tuition and cut academic programs at one of the nation's leading public college systems.\u003c/p>\n\u003cp>The 10-campus system is confronting mounting bills for employee retirement benefits even as it grapples with unprecedented cuts in state funding that have led to sharp tuition hikes, staff reductions and angry student protests.\u003c/p>\n\u003cp>The UC system, including medical centers and national laboratories, is scrambling to shore up its pension fund as it prepares for a wave of retirements and tackles a roughly $10 billion unfunded liability.\u003c/p>\n\u003cp>The UC Retirement Plan's huge deficit was created by investment losses during the global economic crisis _ and the nearly two decades when campuses, employees and the state did not contribute any money toward pensions.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>``The regents made a serious error and the Legislature made a serious error by not putting money aside for 19 years while accumulating this obligation,'' said Robert Anderson, a UC Berkeley economist who chairs the system's Academic Senate. ``Now we have to pay for it.''\u003c/p>\n\u003cp>The UC system faces spiraling pension costs for 56,000 current retirees and another 116,000 employees nearing retirement.\u003c/p>\n\u003cp>As of May, there were 2,129 UC retirees drawing annual pensions of more than $100,000, 57 with pensions exceeding $200,000 and three with pensions greater than $300,000, according to data obtained by The Associated Press through a state Public Records Act request.\u003c/p>\n\u003cp>The number of UC retirees collecting six-figure pensions has increased by 30 percent over the past two years, according to Californians for Fiscal Responsibility, an advocacy group that has analyzed UC pension data.\u003c/p>\n\u003cp>Topping the list is Marcus Marvin, a retired professor of dentistry and public health at UCLA, who receives an annual pension of $337,000.\u003c/p>\n\u003cp>If UC President Mark Yudof, 67, serves for seven years, he would receive an annual pension of $350,000 _ in addition to regular benefits he accrues through the UC Retirement Plan, according to university documents.\u003c/p>\n\u003cp>The university caps employee pensions at the IRS limit of $250,000, but that ceiling does not apply to the ``supplemental retirement benefits'' promised to Yudof.\u003c/p>\n\u003cp>In the coming year, the university is expected to contribute about $240 million to its retirement fund from a roughly $6 billion core operating budget. That amount is expected to more than double to about $500 million annually by 2015-16, according to UC officials.\u003c/p>\n\u003cp>The university also faces skyrocketing costs for its retiree health care benefits.\u003c/p>\n\u003cp>The unfunded liability for its retiree health program was $14.6 billion in July 2011. UC is expected to spend $270 million on retiree health care this year, and that amount is expected to rise significantly over the next several years, according to UC documents.\u003c/p>\n\u003cp>While UC seeks to pay its retirement bills, the system is wrestling with the loss of $750 million in state funding this past year. And it could lose another $250 million in the coming academic year if voters reject Gov. 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Under one scenario, in-state tuition would increase by 6 percent to $12,923, roughly double what students paid five years ago.\u003c/p>\n\u003cp>Without a substantial boost in state funding, UC will need to find other ways to raise revenue or cut costs to pay for promised retirement benefits, officials said.\u003c/p>\n\u003cp>``This is a very significant challenge to the UC system,'' said UC Executive Vice President Nathan Brostrom.\u003c/p>\n\u003cp>UC officials want the state to make pension contributions, as it does for the California State University and California Community Colleges systems. But the state, facing its own financial problems, hasn't provided money for UC pensions for more than 20 years.\u003c/p>\n\u003cp>UC Irvine student Traci Ishigo said she also wants the state to help cover the UC's escalating pension costs.\u003c/p>\n\u003cp>``Students shouldn't have to compromise any more on the quality of our education,'' Ishigo said. ``I don't want to see the regents make any decisions where they have to place more burden on the backs of students to cover the rising pension costs.''\u003c/p>\n\u003cp>Similar stories are playing out across the country as public pensions overwhelm the budgets of city, state and federal governments grappling with a surge of retirements, stock-market declines and years of mismanagement and underfunding.\u003c/p>\n\u003cp>``It's pretty clear what happens when you don't pay your bills for a long time. They eventually catch up with you,'' said Jeffrey R. Brown, a finance professor at the University of Illinois at Urbana-Champaign who researches pension issues.\u003c/p>\n\u003cp>For years, the UC system has used its generous retirement benefits to attract and retain talented employees and professors willing to accept lower salaries in exchange for a secure retirement.\u003c/p>\n\u003cp>Employees can begin collecting pensions at age 50 and receive maximum benefits at age 60. Pensions are based on the average of their three top-earning years, and employees who work 40 years receive annual pensions equal to 100 percent of that amount.\u003c/p>\n\u003cp>``Maintaining the defined benefit is very important to maintaining the success of the University of California,'' said Daniel Simmons, a retired UC Davis law professor who previously chaired the system's Academic Senate.\u003c/p>\n\u003cp>The roots of UC's pension problems began more than two decades ago when administrators decided to suspend contributions. 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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>``The regents made a serious error and the Legislature made a serious error by not putting money aside for 19 years while accumulating this obligation,'' said Robert Anderson, a UC Berkeley economist who chairs the system's Academic Senate. ``Now we have to pay for it.''\u003c/p>\n\u003cp>The UC system faces spiraling pension costs for 56,000 current retirees and another 116,000 employees nearing retirement.\u003c/p>\n\u003cp>As of May, there were 2,129 UC retirees drawing annual pensions of more than $100,000, 57 with pensions exceeding $200,000 and three with pensions greater than $300,000, according to data obtained by The Associated Press through a state Public Records Act request.\u003c/p>\n\u003cp>The number of UC retirees collecting six-figure pensions has increased by 30 percent over the past two years, according to Californians for Fiscal Responsibility, an advocacy group that has analyzed UC pension data.\u003c/p>\n\u003cp>Topping the list is Marcus Marvin, a retired professor of dentistry and public health at UCLA, who receives an annual pension of $337,000.\u003c/p>\n\u003cp>If UC President Mark Yudof, 67, serves for seven years, he would receive an annual pension of $350,000 _ in addition to regular benefits he accrues through the UC Retirement Plan, according to university documents.\u003c/p>\n\u003cp>The university caps employee pensions at the IRS limit of $250,000, but that ceiling does not apply to the ``supplemental retirement benefits'' promised to Yudof.\u003c/p>\n\u003cp>In the coming year, the university is expected to contribute about $240 million to its retirement fund from a roughly $6 billion core operating budget. 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Under one scenario, in-state tuition would increase by 6 percent to $12,923, roughly double what students paid five years ago.\u003c/p>\n\u003cp>Without a substantial boost in state funding, UC will need to find other ways to raise revenue or cut costs to pay for promised retirement benefits, officials said.\u003c/p>\n\u003cp>``This is a very significant challenge to the UC system,'' said UC Executive Vice President Nathan Brostrom.\u003c/p>\n\u003cp>UC officials want the state to make pension contributions, as it does for the California State University and California Community Colleges systems. 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"content": "\u003cp>The University of California says it wants to create a consistent and transparent set of guidelines for how university administrators communicate with university police at all 10 campuses within the system, according to a draft of the Robinson- Edley report released today. The report was commissioned by UC President Mark G. Yudof in November to examine best practices for handling demonstrations and civil disobedience after violent confrontations erupted between police and students at UC Berkeley and UC Davis.\u003c/p>\n\u003cp>Yudof instructed UC General Counsel Charles Robinson and UC Berkeley Law Dean Christopher Edley to examine how municipalities, organizations and university campuses nationwide manage protests, and create a series of recommendations to clarify how UC administrators and police should communicate with one another during protests and acts of civil disobedience. \u003c/p>\n\u003cp>The report lists 50 policy recommendations to help guide the system's future responses to protests, including the deployment of mediators instead of police.\u003c/p>\n\u003cp>The report also suggests that campus administrators be trained in de-escalation techniques and that they develop internal student disciplinary measures instead of having protesters arrested and sent through the criminal justice system.\u003c/p>\n\u003cp>Today's report comes a few weeks after the release of UC Davis' \u003ca href=\"http://ww2.kqed.org/news/2012/04/11/uc-davis-pepper-spray-task-force-report-due-online/\">Cruz Reynoso report\u003c/a>, which was critical of the university's handling of the demonstrations that led to the pepper-spraying of seated student protesters by campus police. That report laid blame on both the administration and UC police. \u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>\u003ca href=\"http://www.scribd.com/doc/92405506/Executive-Summary-Robinson-Edley-May-2012\">\u003cstrong>Executive summary of today's Robinson-Edley report\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003ciframe src=\"http://www.scribd.com/embeds/92405506/content?start_page=1&view_mode=list&access_key=key-f2fd5ks9vd8zagzerd4\" scrolling=\"no\" width=\"100%\" height=\"600\" frameborder=\"0\">\u003c/iframe>\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\u003ca href=\"http://campusprotestreport.universityofcalifornia.edu/documents/Robinson-Edley-Report-043012.pdf\">\u003cstrong>Full report\u003c/strong>\u003c/a>\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>\u003ciframe src=\"http://www.scribd.com/embeds/92406829/content?start_page=1&view_mode=list&access_key=key-kpv8fzmbi2glt8dx5zd\" scrolling=\"no\" width=\"100%\" height=\"600\" frameborder=\"0\">\u003c/iframe>\u003c/p>\n\n",
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"content": "\u003cp>This one's been making the rounds, in case you've yet to oversaturate yourself with first-class flubs emanating from presidential contenders.\u003c/p>\n\u003cp>Rick Santorum, the \u003ca href=\"http://www.washingtonpost.com/politics/wisconsin-primary-results-romney-wins-santorum-second-paul-third-gingrich-fourth/2012/04/03/gIQAuoeVuS_story.html\">increasingly likely runner-up\u003c/a> in the GOP nominating marathon, took a wild swipe on Monday at higher education in California while he was campaigning in Wisconsin. He said...\u003c/p>\n\u003cblockquote>\u003cp>I was just reading something last night, from the state of California. And the California universities, I think it's seven or eight of the California system of universities, don't even teach an American history course. It's not even available to be taught. Just to tell you how bad it's got in this country, where we're trying to disconnect the American people from the roots of who we are, so they have an understanding of what America should be.\u003c/p>\u003c/blockquote>\n\u003cp>Here's the \u003ca href=\"http://www.youtube.com/watch?feature=player_embedded&v=asTPft2-RWw\">video\u003c/a>, from ThinkProgress: \u003c/p>\n\u003cdiv style=\"text-align: center\">[youtube http://www.youtube.com/watch?v=asTPft2-RWw&w=480&h=274]\u003c/div>\n\u003cp>\u003c!--more-->\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>Not sure what Santorum was reading, but it wasn't the \u003ca href=\"http://www.universityofcalifornia.edu/admissions/counselors/graduation-requirements/history/index.html\">University of California web site\u003c/a>, which states, \"All undergraduate degree programs at UC require study in American history and institutions. This requirement may be met through examination or enrollment in specific courses.\" \u003c/p>\n\u003cp>Despite multiple rounds of budget cuts at both UC and CSU, American history is still taught at both. The \u003ca href=\"http://blog.sfgate.com/nov05election/2012/04/03/rick-santorum-thinks-california-universities-dont-teach-american-history/\">Chron's Politics Blog\u003c/a> reports...\u003c/p>\n\u003cblockquote>\u003cp>Both [UC and CSU] offer American history courses at all their campuses. Even UCSF, a medical school, offers a Ph.D. in Anthropology, History and Social Medicine which offers a concentration in history of American medicine.\u003c/p>\n\u003cp>All 23 CSU campuses offer a variety of American history courses, said CSU spokesman Mike Uhlenkamp. Students are required to take several of those courses or test out of them in order to graduate.\u003c/p>\u003c/blockquote>\n\u003cp>Here's MSNBC's \u003ca href=\"http://www.colbertnation.com/the-colbert-report-videos/411675/april-03-2012/rick-santorum-speaks-from-his-heart---california-colleges\">Rachel Maddow debunking/reveling\u003c/a> in Santorum's misstatement...\u003c/p>\n\u003cdiv style=\"text-align: center\">\u003cobject width=\"420\" height=\"245\" id=\"msnbc9223d1\">\u003cparam name=\"movie\" value=\"http://www.msnbc.msn.com/id/32545640\">\u003cparam name=\"FlashVars\" value=\"launch=46934004&width=420&height=245\">\u003cparam name=\"allowScriptAccess\" value=\"always\">\u003cparam name=\"allowFullScreen\" value=\"true\">\u003cparam name=\"wmode\" value=\"transparent\">\u003cembed name=\"msnbc9223d1\" src=\"http://www.msnbc.msn.com/id/32545640\" width=\"420\" height=\"245\" flashvars=\"launch=46934004&width=420&height=245\" wmode=\"transparent\" type=\"application/x-shockwave-flash\" pluginspage=\"http://www.adobe.com/shockwave/download/download.cgi?P1_Prod_Version=ShockwaveFlash\">\u003c/embed>\u003c/object>\u003c/div>\n\u003cp>\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>Now here's \u003ca href=\"http://www.colbertnation.com/the-colbert-report-videos/411675/april-03-2012/rick-santorum-speaks-from-his-heart---california-colleges\">Colbert\u003c/a>...\u003c/p>\n\u003cdiv style=\"background-color:#000000;width:520px\">\n\u003cdiv style=\"padding:4px\">\u003ciframe src=\"http://media.mtvnservices.com/embed/mgid:cms:item:comedycentral.com:411675\" width=\"512\" height=\"288\" frameborder=\"0\">\u003c/iframe>\n\u003c/div>\u003c/div>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Not sure what Santorum was reading, but it wasn't the \u003ca href=\"http://www.universityofcalifornia.edu/admissions/counselors/graduation-requirements/history/index.html\">University of California web site\u003c/a>, which states, \"All undergraduate degree programs at UC require study in American history and institutions. This requirement may be met through examination or enrollment in specific courses.\" \u003c/p>\n\u003cp>Despite multiple rounds of budget cuts at both UC and CSU, American history is still taught at both. The \u003ca href=\"http://blog.sfgate.com/nov05election/2012/04/03/rick-santorum-thinks-california-universities-dont-teach-american-history/\">Chron's Politics Blog\u003c/a> reports...\u003c/p>\n\u003cblockquote>\u003cp>Both [UC and CSU] offer American history courses at all their campuses. Even UCSF, a medical school, offers a Ph.D. in Anthropology, History and Social Medicine which offers a concentration in history of American medicine.\u003c/p>\n\u003cp>All 23 CSU campuses offer a variety of American history courses, said CSU spokesman Mike Uhlenkamp. Students are required to take several of those courses or test out of them in order to graduate.\u003c/p>\u003c/blockquote>\n\u003cp>Here's MSNBC's \u003ca href=\"http://www.colbertnation.com/the-colbert-report-videos/411675/april-03-2012/rick-santorum-speaks-from-his-heart---california-colleges\">Rachel Maddow debunking/reveling\u003c/a> in Santorum's misstatement...\u003c/p>\n\u003cdiv style=\"text-align: center\">\u003cobject width=\"420\" height=\"245\" id=\"msnbc9223d1\">\u003cparam name=\"movie\" value=\"http://www.msnbc.msn.com/id/32545640\">\u003cparam name=\"FlashVars\" value=\"launch=46934004&width=420&height=245\">\u003cparam name=\"allowScriptAccess\" value=\"always\">\u003cparam name=\"allowFullScreen\" value=\"true\">\u003cparam name=\"wmode\" value=\"transparent\">\u003cembed name=\"msnbc9223d1\" src=\"http://www.msnbc.msn.com/id/32545640\" width=\"420\" height=\"245\" flashvars=\"launch=46934004&width=420&height=245\" wmode=\"transparent\" type=\"application/x-shockwave-flash\" pluginspage=\"http://www.adobe.com/shockwave/download/download.cgi?P1_Prod_Version=ShockwaveFlash\">\u003c/embed>\u003c/object>\u003c/div>\n\u003cp>\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>Now here's \u003ca href=\"http://www.colbertnation.com/the-colbert-report-videos/411675/april-03-2012/rick-santorum-speaks-from-his-heart---california-colleges\">Colbert\u003c/a>...\u003c/p>\n\u003cdiv style=\"background-color:#000000;width:520px\">\n\u003cdiv style=\"padding:4px\">\u003ciframe src=\"http://media.mtvnservices.com/embed/mgid:cms:item:comedycentral.com:411675\" width=\"512\" height=\"288\" frameborder=\"0\">\u003c/iframe>\n\u003c/div>\u003c/div>\n\u003c/div>\u003c/p>",
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"info": "The MindShift podcast explores the innovations in education that are shaping how kids learn. Hosts Ki Sung and Katrina Schwartz introduce listeners to educators, researchers, parents and students who are developing effective ways to improve how kids learn. We cover topics like how fed-up administrators are developing surprising tactics to deal with classroom disruptions; how listening to podcasts are helping kids develop reading skills; the consequences of overparenting; and why interdisciplinary learning can engage students on all ends of the traditional achievement spectrum. This podcast is part of the MindShift education site, a division of KQED News. KQED is an NPR/PBS member station based in San Francisco. You can also visit the MindShift website for episodes and supplemental blog posts or tweet us \u003ca href=\"https://twitter.com/MindShiftKQED\">@MindShiftKQED\u003c/a> or visit us at \u003ca href=\"/mindshift\">MindShift.KQED.org\u003c/a>",
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"info": "For decades, the process for how police police themselves has been inconsistent – if not opaque. In some states, like California, these proceedings were completely hidden. After a new police transparency law unsealed scores of internal affairs files, our reporters set out to examine these cases and the shadow world of police discipline. On Our Watch brings listeners into the rooms where officers are questioned and witnesses are interrogated to find out who this system is really protecting. Is it the officers, or the public they've sworn to serve?",
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"info": "Our weekly podcast explores how the media 'sausage' is made, casts an incisive eye on fluctuations in the marketplace of ideas, and examines threats to the freedom of information and expression in America and abroad. For one hour a week, the show tries to lift the veil from the process of \"making media,\" especially news media, because it's through that lens that we see the world and the world sees us",
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"tagline": "Politics from a personal perspective",
"info": "Political Breakdown is a new series that explores the political intersection of California and the nation. Each week hosts Scott Shafer and Marisa Lagos are joined with a new special guest to unpack politics -- with personality — and offer an insider’s glimpse at how politics happens.",
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"info": "Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. Together in Possible, Hoffman and Finger lead enlightening discussions about building a brighter collective future. The show features interviews with visionary guests like Trevor Noah, Sam Altman and Janette Sadik-Khan. Possible paints an optimistic portrait of the world we can create through science, policy, business, art and our shared humanity. It asks: What if everything goes right for once? How can we get there? Each episode also includes a short fiction story generated by advanced AI GPT-4, serving as a thought-provoking springboard to speculate how humanity could leverage technology for good.",
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"info": "A two-time Peabody Award-winner, Radiolab is an investigation told through sounds and stories, and centered around one big idea. In the Radiolab world, information sounds like music and science and culture collide. Hosted by Jad Abumrad and Robert Krulwich, the show is designed for listeners who demand skepticism, but appreciate wonder. WNYC Studios is the producer of other leading podcasts including Freakonomics Radio, Death, Sex & Money, On the Media and many more.",
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"info": "Created by The Center for Investigative Reporting and PRX, Reveal is public radios first one-hour weekly radio show and podcast dedicated to investigative reporting. Credible, fact based and without a partisan agenda, Reveal combines the power and artistry of driveway moment storytelling with data-rich reporting on critically important issues. The result is stories that inform and inspire, arming our listeners with information to right injustices, hold the powerful accountable and improve lives.Reveal is hosted by Al Letson and showcases the award-winning work of CIR and newsrooms large and small across the nation. In a radio and podcast market crowded with choices, Reveal focuses on important and often surprising stories that illuminate the world for our listeners.",
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"tagline": "Art is where you find it",
"info": "Rightnowish digs into life in the Bay Area right now… ish. Journalist Pendarvis Harshaw takes us to galleries painted on the sides of liquor stores in West Oakland. We'll dance in warehouses in the Bayview, make smoothies with kids in South Berkeley, and listen to classical music in a 1984 Cutlass Supreme in Richmond. Every week, Pen talks to movers and shakers about how the Bay Area shapes what they create, and how they shape the place we call home.",
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"soldout": {
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