Posts tagged “UC”
I stumbled across an article this evening on Twitter entitled, “Google Adopts the Language of Steve Jobs for New HQ” by Bryan Chaffin. Chaffin quotes a Vanity Fair piece about Google’s new Googleplex. One specific goal of the new building is to spur casual encounters, “to create opportunities for people to have ideas and be able to turn to others right there and say, ‘What do you think of this?’”
That sentiment sounded familiar to Chaffin. It’s precisely what Steve Jobs set out to do at the Pixar campus in Emeryville. From Walter Isaacson’s biography:
Jobs “had the Pixar building designed to promote encounters and unplanned collaborations.”
He did so by designing the building around a huge atrium that included all of the bathrooms (two large facilities for each sex), all of the mailboxes, the company’s caf�, and the stairwell to get to any other part of the building. Even the screening theaters empty into this atrium, guaranteeing unplanned meetings.
“There’s a temptation in our networked age to think that ideas can be developed by email and iChat,” Mr. Jobs said. “That’s crazy. Creativity comes from spontaneous meetings, from random discussions. You run into someone, you ask what they’re doing, you say ‘Wow,’ and soon you’re cooking up all sorts of ideas.”
He added, “If a building doesn’t encourage [encounters and unplanned collaborations], you’ll lose a lot of innovation and the magic that’s sparked by serendipity. So we designed the building to make people get out of their offices and mingle in the central atrium with people they might not otherwise see.”
I went to a workshop bright and early Saturday morning called “Supporting Data Science” that embodied this general thought, except at the level of the university, with its many scales of sacred silos. The meeting drew a varied group of academics, staff, and (a few) students from across the University who came together to discuss challenges and opportunities in working with “big” data (which, in the end, was decided to be any data bigger than you’re accustomed to working with. A little cheeky… and wholly true).
The group of folks who gave ‘lightning talks’ were impressive and included Josh Bloom, Charles Marshall, Henry Brady, Fernando Perez, Ion Stoica, Bin Yu, Cathryn Carson, Dave Dineen and Cyrus Afrasiab, Lee Fleming, and Marti Hearst. The whole thing was moderated and kept moving and interesting by Saul Perlmutter (yup!) and David Culler.
Brady’s comments, in retrospect, honed in on the same essential idea that Jobs shared with Isaacson. Brady discussed how, prior to the advent of personal computers, students and researchers would meet at mainframes, waiting in line to get access to the machine. During those long waits, they’d converse — true and fruitful cross-disciplinary conversation that spurred creativity and built strong bonds between researchers. He lamented the silo’d nature of the academy these days and, perhaps rightly, saw the cross-cutting nature of big data and the challenges associated with managing and interpreting it as a prime area to spur this kind of collaborative exploration moving forward.
The University of California system undertook a substantial rebranding effort, highlighted in the video above. It is a dramatic shift -�and without a doubt feels more modern. The impetus for the change as described by Vanessa Kanan Correa follows:
Previously, the UC system only used its seal as its primary visual identifier, where it was abused with impunity. We feel it is an important component of the university’s visual ecosystem. But it is a non-distinctive symbol which serves an important bureaucratic function. Now we limit its use to formal systemwide communications, diplomas, official regental and presidential communications, and other official documents. Many of our campuses, and other universities across the country have limited use of their official seals in similar ways.
From this perspective, this is less of a rebranding exercise, but instead the creation of a coherent, consistent, and relevant brand identity where before there was none.
Jury’s out on whether that’s a good thing or not — or how much it will actually impact design choices at each of the separate UC campuses. Probably minimally, at least initially.
The typographic choices are pretty safe — modern, but not too showy or strong. The designers chose Kievet, a sans-serif humanist typeface in the vein of Source Sans or Droid Sans. Kievet has a number of weights and a corresponding web font.
The initial work on FF Kievit began in 1995, as part of a school project. The concept was finished several years later for a corporate client of Method Inc., a design firm in San Francisco. The openness of the characters and their proportions makes it an ideal typeface for use in small print. The clarity of classic sans serif faces (Frutiger and Univers) and the humanistic characteristics of old styles (Garamond and Granjon) were the inspiration for this contemporary design that is equally at home in a headline or a body of text.
The new UC badge itself I’m not particularly fond of. It took me five or ten looks to realize they’re trying to make the background approximate a U through use of negative space. And that C is really, really round. I’ll grant that it looks really modern and catchy — as does the rebrand of the University’s “let there be light” tagline. The problem - and my fear - is that you want to go for a timeless design for properties like this and not capitulate to what’s trendy now. The whole thing looks hip and cool — and could feel dated in six wee little months. We’ll see what happens.