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USF Brand Announcement

Dear USF community:

Last Fall we introduced a new academic logo for the University of South Florida that we believed was a positive representation of our pride and optimism. This new logo featured the image of a bull and was meant to help usher in a new era for USF and to celebrate the incredible momentum we have built over the past 63 years.

As you know, there has been a great deal of controversy over the bull image and the new color palette. We heard this from many of you over the past six months through email, on social media and in person. We know that the feedback comes from a place of great pride and passion for USF, and we have listened. As a result, we have decided to stop using the new bull logo. Instead, we will adopt the “Iconic Bull U,” which has been used by USF Athletics for almost 15 years, to represent the entire university. We will also return to the traditional green-and-gold color palette of the university. Implementation of the changes will begin immediately and continue throughout the summer.

USF Logo

Think of what we have accomplished under the Bull U, the students we have attracted, the faculty we have attracted. We became preeminent and were awarded for our performance. We raised more than $1 billion. We created an ever-improving culture of student success and academic achievement. We are building one of the most significant projects in the university’s history, the new USF Health Morsani College of Medicine and Heart Institute in downtown Tampa, and the story continues.

We wouldn’t be Bulls if we didn’t take risks. That’s part of our nature; to push boundaries; to venture in new directions; to try new things. Even if we have to turn back, we grow and we learn.

And we have learned.

The new “A Future Without Limits” marketing initiative will continue with the “Bull U” logo. It is already paying dividends. Since we launched the effort this Spring, the USF story has been featured in print and digital media throughout the nation and around the world. More than 25 million people have seen our ads. They are taking notice and asking to learn more about USF.

Thank you for your passion for USF. As our most ardent supporters, you play a huge role in advocating for our continued success. We hope we can continue to count on that support through this transition and into the future.

Please let me know if you have any questions, and thank you for all you do on behalf of our great university.

GO BULLS!

Joe Hice
Vice President Communications and Marketing

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Learn more about USF's journey to Preeminence by viewing Newsroom articles from past years.