UCLA has announced the adoption of a new official logo, shown here. The link below describes this important change in detail. In economic terms, the purpose has been to improve brand name recognition. They hired a consultant, of course. The description omits the cost, which was presumably not reckoned in library books, dormitory beds or scholarship awards.

Of course, your correspondent is duly impressed and excited. The old logo, which was free, was merely the letters, UCLA. This is much better.

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