On Wednesday, the University of South Florida revealed its new logo during the annual fall address of USF System President Judy Genshaft. The logo rollout is part of the school’s system-wide rebrand, which coincides with continued efforts by USF to consolidate the Tampa, St. Petersburg and Sarasota-Manatee campuses.
The updated brand identity and logo are the first for USF in more than a decade. But public opinion on the logo — which features a different font and color scheme, as well as a full-size depiction of Rocky, the school mascot — has been, um, not very good.
“Do you love it?” Genshaft asked those in attendance at her address.
The answer for many, at least on the internet, is nah.
So did #USF intend on copying the Merrill Lynch logo in this hideous new logo that isn’t even the school colors? Thanks for saving me from buying any more new gear! 🙊🙉🙈 https://t.co/mHK3ITtXlP
— Dr. Summerin3D (@Summerin3D) September 5, 2018
usf’s new logo for “everything besides athletics” is absolutely atrocious 😂😂 pic.twitter.com/VsPjJ6rkOF
— shareholder sean 🤘🏼⬇️ (@ucf_problems) September 5, 2018
I don’t think I’ve ever seen the USF community so united as they are with keel hauling the new logo
— Carl Zee (@c350Zee) September 5, 2018
USF “new” logo lookin mighty old 😩
— BIG Wick Merc (@DreadLegend_) September 6, 2018
I’m trying to find a single positive comment about the new #USF logo…
— Taylor Jenkins (@TJenkinsTampa) September 5, 2018
The school’s academic departments are slated to rep the new logo, which won’t officially launch on campus until Homecoming week in October. However, USF Athletics will continue to use the existing “Bull U” logo.
“Like any great organization, we now have a clear, consistent brand to guide us as we continue to evolve in the future everywhere,” Genshaft said yesterday.
This article appears in Sep 6-13, 2018.
