USF will officially scrap its very bad new logo

Sometimes you just have to take the L.

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click to enlarge USF will officially scrap its very bad new logo
Photo via USF


Unveiled last fall, the University of South Florida’s redesigned bull logo was supposed to symbolize the school's collective power and drive to shape the future.

“Within its head, you’ll find the iconic Bull ‘U,’ and throughout its body, nods to the iconic bull statues found on each campus,” Tampa advertising agency Spark wrote in a blog post about the re-brand. “This mark gives USF academics a singular, powerful brand that can be adapted to the university’s evolving needs…”

The new logo also looked a lot like that of financial giant Merrill Lynch, and it also seemed to irk many longtime Bulls supporters.

And now it’s a thing of the past.

USF officially killed the rebranded logo on Monday and reverted back to its more-than-a-decade-old “U” athletic logo. So much for progress and what the Tampa Bay Times reports was a $200,000 marketing campaign with Spark Media.

USF’s vice president of communications and marketing, Joe Hice lauded the old logo in an email sent to students, alumni, faculty and staff and said that implementation of the new-old logo would start immediately and continue throughout the summer.


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About The Author

Ray Roa

Read his 2016 intro letter and disclosures from 2022 and 2021. Ray Roa started freelancing for Creative Loafing Tampa in January 2011 and was hired as music editor in August 2016. He became Editor-In-Chief in August 2019. Past work can be seen at Suburban Apologist, Tampa Bay Times, Consequence of Sound and The...
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