Down
USF’S PROGRESS
IS ASTOUNDING.
BUT OUR REPUTATION HASN’T CAUGHT UP.
#1

IN GENERATING NEW PATENTS IN FLORIDA

#5

IN GENERATING NEW PATENTS IN THE U.S.

Preeminent
State
Research
University
#11

IN GENERATING NEW PATENTS WORLDWIDE

180

MAJORS OFFERED

#1

LATINO STUDENT SUCCESS IN FLORIDA

Highest MCAT Scores

BY FIRST-YEAR MEDICAL STUDENTS iN FLORIDA

$568

MILLION IN RESEARCH EXPENDITURES

Phi Beta Kappa

NATIONAL HONOR SOCIETY CHAPTER

#1

BLACK STUDENT SUCCESS IN FLORIDA


Every year, we’ve performed better than the last in almost every rankings category, in some cases exponentially so. We play a large socio-economic role in our communities and set new benchmarks, but it’s hard for people to connect with the facts without the impact. We needed a rebrand that could tell our story—the right way.

OUR BRAND LACKED AWARENESS

0%

OF PARENTS

in the U.S. knew the USF brand

0%

OF STUDENTS

in the U.S. knew the USF brand

Our Brand lacked A Consistent look

From colleges to clubs, we had over 300 logos with various styles and graphic elements throughout our system. This alone created confusion, but with the unification of our three campuses, it became more important than ever to create one, new USF logo for our academic entities.

OUR NEW STORY

Year after year, the University of South Florida defies what a modern university “should” be able to accomplish. With incredible velocity, we advance communities and pioneer new higher education standards. We embrace the unknown, conquer it, and then do it again. We define ourselves not by a name, date, or city, but by the impact we have on the world. We share one goal. We transform lives.

OUR RALLY CRY

United, We Shape the Future.

Our students, faculty, campuses, alumni,

We impact international, national, and local communities—our way.

We will never slow down.

OUR BELIEFS

1
Ambition Builds Tradition

Our freshness and vigor invites creativity and wonder. So while we reflect and learn from our history, we constantly experiment ways to reach higher and achieve more in student success, faculty achievement, research, discovery, and philanthropy.

2
Collective Power

When we work together, the herd only becomes stronger. No matter your title, campus, or discipline, we succeed together. Each of us plays an important role in making USF the powerhouse it is.

3
Boundless Community

Nothing we do happens in a bubble, and as a forward-focused university, we will always be ones to watch. We use our platform to create a global exchange of ideas via our students and faculty no matter their race, religion, creed, sexuality, gender identity, or background.

4
Uncharted Terrain

To embrace the future, we must embrace the unknown. So we ask more questions, try new combinations, and foster a learning environment that welcomes all new ideas.

OUR BELIEFS

  • 1

    Ambition Over
    Tradition

  • 2

    Collective
    Power

  • 3

    Boundless
    Community

  • 4

    Uncharted
    Terrain

The Look of A New Era

A successful brand thoughtfully combines verbal and visual communication. Just as we redefined our voice, we created a fresh, focused identity that includes a new logo, typography, photography, and complete visual style.

OUR NEW LOGO SYSTEM

UNIVERSITY SEAL

Our official mark for monumental signage and commencement collateral.

ACADEMIC LOGO

Our primary logo used for advertising, web and social media, and campus signage and communications.

ATHLETIC LOGO

Our mark for all USF athletic programs used in advertising, web and social media, uniforms, and campus signage and communications.

OUR COLOR PALETTE

USF GREEN

USF HORIZON

USF GOLD

SAND

SEAFOAM

APPLE

BALLAST

BRINGING IT ALL TOGETHER

United, We Shape
the Future.

This rebrand will help spread USF’s unique story and extraordinary success. Together, we can embrace the opportunity and share the responsibility of furthering this brand on a global scale.