Kudos to University of California administrators for pulling the plug on the loathsome logo and flushing it down the toilet where it appropriately belongs. It merely serves to remind the public of the corporatization of the university and the commodification of education.
Clearly, many in the university see the institution as in the same league as Nike, Starbucks and McDonald’s — as competing for customers and investors. Thus, the need for a flashy logo.
The logo is just one of the consequential missteps of the new university. The Merced campus is a much more consequential one, parasitising the system of resources and requiring noticeable increases in student fees, decreases in compensation for staff, increasing class sizes, and the like.
The anti-tax movement and legislators bear some of the blame for the privatization of the university, but there is also a corrosion of values in the core of the institution as well. The Merced campus was driven by the same set of values that caused the Wall Street-originated crash of 2008 — the imperative of growth underwritten by speculation.