After 144 years with the same logo, the University of California has decided it's time for a new look -- one that's more modern and more, well, Californian.
A new seal with a simple and more contemporary design has begun appearing on the university's marketing materials and websites.
The new logo -- designed by an in-house team -- is part of a move to remake the image of the 10-campus university system, officials told the newspaper.
In features the letter "C" nesting inside a shield-shaped "U" and is available in different colors, including pastels.
"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 Oakland Tribune first reported the change on Friday, stating that the new logo was "quietly introduced" last month.
Some were less than enthused about the change.
One student at UC Berkeley said he found the original seal prestigious and called the change "weird."
"Harvard's not going around changing its seal," Anirudh Sri told the Tribune.
An online petition to stop the public university system's use of the new logo had gathered more than 27,000 supporters as of Saturday evening. And a Facebook page -- Stop the UC Logo Change -- had garnered more than 2,700 "likes."
The university's original logo -- with an 1868 date stamp and the script "Let there be light" - 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.