The logo is a no-go.
That's right, the University of California is yanking its new logo after an intense backlash against the design, which some compared to, well, a flushing toilet.
News of the logo's death spread quickly Friday on social media, as critics celebrated with "huzzahs" and an array of snarky remarks.
"Power of the people! ... I applaud UC for listening and pulling logo," tweeted Lt. Gov. Gavin Newsom who had stepped into the fray and urged UC to scrap the new look.
As of Friday morning, a petition to get rid of the logo had more than 54,360 supporters, less than a week after the shield-shaped "U'' with a smaller "C" inside it took a beating in newspapers across the country.
University officials introduced the new design to give the vaunted UC system a more modern look, but in announcing its demise Friday, they insisted its purpose was sorely misunderstood.
"The controversy has been fueled in large part by an unfortunate and false narrative, which framed the matter as an either-or choice between a venerated UC seal and a newly designed monogram," the statement from the UC Office of the President said.
The new look was never meant to replace the university's traditional seal, which features an open book and "Let there be light emblem." The old seal would still appear on official budget documents and president's correspondence, school officials said, while the new logo would appear on marketing materials and websites.
Still, after news reports showed the two designs side by side, the Web erupted with blistering critiques
"It really did take on a life of its own," said Dianne Klein, of UC's Office of the President.
The reaction was so huge and became such a distraction, the decision was made to pull the logo, Klein said.
An in-house design team produced the image at little cost. "They believe in what they did, and I think they did terrific work, but it's part of the process," she said.
The new logo no longer appeared Friday on the Office of the President's website, though other elements of the new rebranding, including the colors, were visible.
"While I believe the design element in question would win wide acceptance over time, it also is important that we listen to and respect what has been a significant negative response by students, alumni and other members of our community," Daniel M. Dooley, senior vice president for external relations at the Office of the President, said in the statement.
On the bright side, the visceral response showed the personal connection students and alumni have to the university, Klein said. "We do listen to people," she said.
Follow Katy Murphy at Twitter.com/katymurphy.