There was significant up-roar about the new logo; the move away from the colourful asterisk map to a single black colon. I’ll admit I didn’t speak highly of it when I saw the initial logo, which seemed bland, corporate and generic. But it was wrong to judge an identity on a single logo. Even thought many people are still very negative about the logo, now having a look at all the collateral I start to ‘get it’ a little more.
While it is still generic and could be an identity for any company, it is much clearer than the previous identity. “UAL” sings out, and each college name is bolder and bigger. Yes, it lacks personality, but the idea of letting the students work shine through from behind the grayscale logo makes sense to me. Plus some of the simple typographic applications below are quite smart.
Don’t get me wrong, I don’t believe by any stretch of the imagination it is a ‘great’ logo. But I am starting to warm to it.