Who are we?

And who is our true self? The self that we share with the world, or the one that even we may never know?

The University of California (as in the group that represents us and the multiple satellite schools) has pooled its faculty composed of Nobel prize winners, business geniuses and philosophers and has finally answered this eternal question.

The answer:

via http://brand.universityofcalifornia.edu

Yes, this is our University of California brand. But why do we need one?

A brand—our brand—is the intersection of what we say about ourselves, how we act, and what people think of us.

How existential!

UC is not just a university, contributing educated graduates to California, but
a place in perpetual motion, igniting
the potential of California and its citizens through its research,
excellence and scale.

How can UC's brand embody all these attributes? A brand—UC's brand—is much more than a logo. It’s the tone, attitude and actions of the institution, both internally and externally. The brand is made visible through every word, image and gesture. To represent the incredible diversity, breadth and depth of the university, UC’s identity is comprised of several parts, resulting in a very flexible and dynamic system.
Every piece of the identity—visually and editorially—has been carefully designed to work alone and together, creating a recognizable "UC vocabulary."

If only a video could properly elucidate this concept?

MIND BLOWN!

Silly logo aside, our football team is having an existential crisis of its own. A change in head coach is an opportunity to redefine a team's identity. Are we to be known for discipline? For swagger? For ineptitude? We may be presented with such an opportunity for reinvention within the next 24-hours.

via upload.wikimedia.org

Keep hope, for everybody knows that the Chinese word for "crisis" is also used for "opportunity."

What does the Cal "brand" mean to you? How has it changed since you graduated? Since you became a parent? Since you witnessed our complete and total annihilation during a game that lasted longer than most cricket test matches? And did you proudly wear your Cal football shirt to the gym despite this?

Unrustled-ly yours,

KetamineCal