UC has a new logo and it is being torn to shreds on the web. One commenter said it looked like a toilet bowl being flushed. And the thing about logos is that when they get tagged with that sort of association, you can never see it without that imagery coming to mind.
A pretty uninspired effort, I’d say. And paradoxically, it fails because it is too tame, too afraid to be original.In that respect it reminds me most of the failed Gap logo redesign, which looked like a dozen people in suits hashed it out.
But it reminds us that one critera of a successful logo is that be likable. Likable logos have a gravitational pull that makes you want them. They feel good. They are a visual delight.