Nothing like a little branding / identity rage to kick off a day, right? Apparently the University of California unveiled a new logo and people are really hating it. I mean, Brand New covered it and even followed up because the controversy over the new mark continues to swell.

The rage is, unsurprisingly, a little out of place because the 144-year-old seal isn't actually being replaced, it's being augmented with the new contemporary mark. I guess students tend to forget that schools have to pay bills too and if you don't find a way to appeal to new students, you can't pay those bills. It's all business.