New University of California logo sparks backlash

There was a quiet unveiling last month of a new logo for the University of California system. Normally, a change of design or artwork goes with little reaction. But this change has caused quite a stir in the university community. Enough so that there’s now a push to have the logo removed. A petition’s being circulated calling for the new logo’s “quick, painful death.”

KCRW’s Steve Chiotakis speaks with Libby Gill, a brand strategist in Los Angeles, on what goes into a successful – or unsuccessful design change.