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USF rebrands (again), not so bullish on new logo after all

Megan Holmes

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Changes are coming to the University of South Florida, and we’re not talking the office of the President.

USF announced to students in a campus-wide email Monday that the controversial rebrand undertaken last fall, the new color palette and bull logo, would come to a decisive end, effective immediately. 

The “new” University of South Florida logo unveiled in September was quickly batted down on social media, prompting today’s rebrand.

In place of the retro green and yellow bull logo unveiled to much criticism on Twitter last September, USF has decided to adopt the “Iconic Bull U” logo, originally reserved for USF athletics, university-wide. The university will also reinstate the green-and-gold color palette. 

“As you know, there has been a great deal of controversy over the bull image and the new color palette,” wrote Joe Hice, vice president of communications and marketing at USF. “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.”

“We wouldn’t be Bulls if we didn’t take risks,” Hice explained. “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.”


 

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