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Let’s dive in deeper to what Cal has done with Under Armour in its first reveal.
The California Golden Bears have had plenty of potential images that haven’t been highly incorporated into the program’s design and aesthetic. Nike was pretty standardized in promoting the standard Cal logo, but aside from a few stabs at Golden Bears (remember the giant Bear at Haas Pavilion?) they really didn’t go that far.
Block C, meet Walking Bear. Two icons of @UCBerkeley history come together to form our new secondary mark: the C Bear. pic.twitter.com/eKbCKCZwK8
— Cal Athletics (@CalAthletics) June 1, 2017
The new secondary logo seems to be an immediate shift toward a stronger and better design aesthetic. The most important aspect is the return of the Block C, which has long been neglected as part of our branding.
The Block C holds great historical significance at Cal. For many years it was the symbol that crested the helmets of many a Cal football player, like the great Joe Roth.
The spirit of Joe Roth will help to carry CAL to victory today! #gobears pic.twitter.com/K919Il8V0T
— Glen Miles (@GlenMiles) December 29, 2015
Not only does it adorn the hill facing Memorial Stadium as the Big C, but it also is a pretty prominent fixture inside the stadium as well.
Cal Memorial Stadium. Beautiful. pic.twitter.com/Vj1JhfI9bq
— Alex Loeb (@SpanningTheLoeb) September 17, 2016
Combining the Block C with the Golden Bear is a good way of merging past with present. The Golden Bear is pretty synonymous with Cal’s present identity, and the Block C anchors the program back in its deeper traditional roots.
What do you think of the new secondary logo Cal fans?
Symbols of innovation.
— Cal Football (@CalFootball) June 2, 2017
Welcome to the Wilcox & @UnderArmour era. pic.twitter.com/GCXKXnrlzj
Poll
Thoughts on the new Block C Cal logo?
This poll is closed
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56%
Love it!
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31%
Like it!
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8%
Meh.
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1%
Dislike it!
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1%
HATE.