Oski

The Bear, Re-Branded: Cal Replaces Its Live-and-Let-Live Mascot With Vicious New Model

Like Memorial Stadium, the brand identity of Cal Athletics has recently been renovated. Nothing too radical, mind you; the colors are unchanged and the Cal script remains the chief identifier. The only big change is the new bear logo. Gone is the striding giant of yesteryear, its stately silhouette imparting a certain timeless nobility to football helmets and hoodies. The new bear does not pass by. The new bear charges—teeth bared, ears back, eyes narrowed.

The old bear was live and let live.

The new bear is fixin’ to maul your @$$.

From the Spring 2014 Branding issue of California.
Subscribe to Oski