After 144 years with the same logo, the University of California has decided it's time for a new look.
A new seal with a simple and more contemporary design will be appearing on the university's marketing materials and websites, the Oakland Tribune reported Friday.
The new logo -- designed by an in-house team -- is part of a move to remake the image of the 10-campus university, officials told the newspaper.
In features a little "C" nesting inside a shield-shaped "U" and is available in different colors, including pastels.
The logo will also be featured in the "Onward California" marketing campaign, an effort launched earlier this year intended to boost support for the UC system.
"They wanted something that would reflect the innovation, the character of California -- just more modern, user-friendly," said Dianne Klein of UC's Office of the President. "That's not to take away from the gravitas of the original seal."
The university's original logo -- with an 1868 date stamp and "Let there be light" script --contains intricate details that didn't reproduce well or come across digitally when used in small places, Klein said.
The original logo will remain in use, appearing on the president's letters and official university documents, Klein said.
Watchdogs are questioning an exclusive agreement between the City of Oakland and a non-profit group, tapped to lead a multi-million dollar project to redevelop the area around the Coliseum BART station.