Due to popular hatred, the University of California has withdrawn its new logo. This is no cause for tears; the proposed image, a stylized C emblazoned upon a U, looked like a plus-size strapless dress smeared with unicorn poop. The outrage, however, is noteworthy for its place within a bigger phenomenon. If crowdsourcing builds things, here we see the emergence of crowdsmashing: the Gap Logo Debacle of 2010, the London 2012 Olympics Hot Pink Logo Fussquake, the Syfy Brand Identity Conundrum. Something about logos and rebranding can just piss a mob right off.