About the Magazine

From the President

USF System President Judy Genshaft

Dear alumni, friends and supporters of the USF community,

The University of South Florida is on a trajectory unlike ever before in its history – truly entering a new institutional era. We are reaching milestones once reserved for universities twice our age. We are being recognized by everyone from local supporters to state leaders to national and global higher education stakeholders. We continue to make groundbreaking strides in research, student success, teaching and community impact. And we are coming together, for the good of our students, as one united, strong and dynamic university.

In this very special issue of the USF magazine, you will get a comprehensive look at how we are celebrating this new era with a new academic brand for USF. As you will read in our cover story, this new brand is the result of thousands of hours of research and stakeholder interviews – including conversations with many of you. This research effort revealed that while USF enjoys fervent support from its own alumni and community, the field is wide open for us to own our brand in a bigger way nationally, where our awareness is comparatively low.

This brand reflects the proud, optimistic spirit of the Bulls – the relentless drive we share to shape the future. It was designed to stand out among our higher education peers and showcase the Bull pride we all know so well – while USF Athletics will retain its use of the iconic “Bull U.” I hope you will enjoy delving deeper into the thoughtful process that brought this brand to fruition.

Of course, our brand is more than just the logo. Our brand is represented in everything we say and do. That includes our innovative approaches to teaching, research and engagement with the community around us – examples of which can also be seen throughout the pages of this issue:

The USF Libraries has transformed into a hub for creativity and collaboration. Long gone are the days of quiet study among shelves of books. Today the libraries' design and programming fosters an environment for students to share ideas and work actively on research in a more modern, engaging setting. This issue’s 21st-century library feature (page 18), highlights the many ways USF is leading the charge toward this more innovative library design.

Similarly, our colleges are always looking for new ways of teaching that challenge the status quo. One example can be seen in the USF College of Pharmacy (page 17), which is now using virtual and augmented reality to help students understand the complex patterns of drug interactions. Visit our online version of USF magazine at usf.edu/magazine to get a glimpse of this technology in action.

In this issue you will also read about our continued efforts to engage with the diverse community we serve. This includes a range of philanthropic support and targeted mentorship programs, as we’ve seen with our ever-growing Latino Scholarship Program (page 33) and a recently established partnership between the nationally regarded Helios Education Foundation and the Black Leadership Network (page 32). As the state’s first and only metropolitan Preeminent Research University, these kinds of community engagement opportunities are vital to our mission.

USF is entering a new era – with a new brand, a new logo and new ideas that will propel us further than ever before. There is so much to celebrate, and it is just the beginning.

Thank you for your continued support of USF, and as always … GO BULLS!

Judy Genshaft, President
University of South Florida System