The Daily Californian Online

Getting it right

By Senior Editorial Board
Daily Cal Senior Staff Writer
Tuesday, April 26, 2011
Category: Opinion > Editorials

The ASUC Auxiliary came about when members of the ASUC and the Chancellor Robert Berdahl agreed to establish an administrative staff to aid in managing commercial activities with the ASUC.

It was formally incorporated on March 19, 1998, as part of the Commercial Activities Agreement between the ASUC and the UC Board of Regents.

The Auxiliary's logo, however, reads "Serving Students Since 1887." Clearly, something is amiss.

Cooperative Movement Senator Elliot Goldstein introduced a bill on April 13 seeking to correct this chronological discrepancy by requesting that the organization change the date on the logo to 1998. After ASUC President Noah Stern said that he was concerned the bill would be seen as a vote of no confidence by the student body, the bill was amended and now waits in committee for a decision.

Critics of the bill point out that the ASUC has had an administrative support staff from its inception and thus changing the tagline would ignore their contribution to the history of our student government.

But we think both sides have their issues. The Auxiliary is wrong: Their logo undeniably misrepresents the age of their organization. But Goldstein cannot expect this fight over the logo to substitute for a meaningful discussion of his concerns about the Auxiliary effect on student autonomy.

We recognize that there might be certain expenses associated with updating the logo, but we doubt changing three numbers constitutes a major branding issue, especially if it is done over a long period of time. The Auxiliary should gradually phase in a new logo with the correct date regardless of the fate of the bill. The minor cost of change is negligible compared with the value of accuracy.


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