Of all of the UC schools, UC Santa Cruz has been seen as an incubator for new ways of thinking, new ways of learning, and a place where students could take a stand for what they believed in. After much criticism about the institution becoming more mainstream, "The Original Authority on Questioning Authority" was the tagline created for an ambitious overhaul of the existing UC Santa Cruz brand. Still in progress the rebranding campaign sought to reposition UCSC as going back to its its roots of critical thinking and bold action.

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