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.
usf’s new logo for “everything besides athletics” is absolutely atrocious 😂😂 pic.twitter.com/VsPjJ6rkOF— shareholder sean 🤘🏼⬇️ (@ucf_problems) September 5, 2018