Pictured above is the new logo introduced Wednesday during President Judy Genshaft’s Fall Address. Courtesy of USF
By Whitney Elfstrom
University of South Florida waves goodbye to the Bull logo that has represented it since 2003 and welcomes new branding that has sparked controversy among some students and faculty.
In USF system President Judy Genshaft’s annual fall address Sept. 5, she unveiled the new logo meant to encompass the three USF campuses. This came at the end of the speech in which she touted the university’s accomplishments over the past few years.
Genshaft said that as the university’s reputation grew, it needed to establish a clear message that showed its united front. This included a new logo and branding.
“It became clear that the field is wide open for us to develop and own our identity,” Genshaft said. “Like any great organization, we now have a clear, consistent brand to guide us as we continue to evolve in the future.”
More than 1,200 interviews were conducted by USF’s marketing department with university stakeholders over the past year, but it is unclear if any students were asked about their opinions on the change.
Before the decision was made, several different logos were shared by Joe Hice, USF’s marketing director who also designed University of Florida’s “Gator Nation” campaign, according to Regional Chancellor Martin Tadlock.
The forest and neon green branding, which replaces the famous Bull U, is only intended to be used in academic situations and incorporates elements from each campus’ bronze bull statues.
The USF system website shows a breakdown of the logo that includes the Tampa bull’s “regal stance,” Sarasota-Manatee’s “strong body and curved tail” and St. Petersburg’s “optimistic, upward-angled head.”
The new logo is set to roll out Oct. 14 during homecoming week and expected to take over the signature bull horns next semester.
In addition to the new logo, USF also has the new rallying cry “Be Bullish” and motto “We share one goal. We transform lives. United, we shape the future.”
Division of ideals
When Genshaft unveiled the new logo at her address, she looked to the crowd, mostly consisting of faculty, and asked, “Don’t you love it?” She was met with cheers from the auditorium.
Although there were a few positive reactions the majority of reactions to the change on campus, most people weren’t pleased.
Many students, alumni and professors quickly took to social media, comparing the new neon green bull to the wealth management company Merrill Lynch’s blue and white bull.
For Kelli Carmack, a senior journalism and digital communication major, the new logo didn’t match the USF she knows.
“When I first saw it I was pretty shocked and disappointed. To me it’s a little childlike,” she said. “Maybe I’m just a more traditional person, but I just think (the old logo) is more of an essence of who we are.”
Carmack also said that she views the bull horns as a vital part of USF’s identity.
Gabby Mena, a graphic design alumna, is on the other end of the spectrum. She said that while some people may disagree with her, she likes the new logo and was surprised to hear others people didn’t.
“It’s definitely contemporary. I don’t know about timeless,” she said. “But it’s contemporary and feels fresh.”
The rebranding effort was in effect before consolidation began, according to Tadlock.
In an email to The Crow’s Nest, Tadlock said the new logo is representative of the USF system’s aggressive, forward moment and reflects the university’s rise to preeminence.
“The USF System is a young, progressive and innovative collection of three distinctly different campuses,” he wrote. “Branding that is bold and recognizable can help raise the visibility of all three campuses.”
Tadlock said that he appreciates the inclusive design and that USF St. Petersburg will continue to develop and share its own message about the campus’ distinctive culture.
“We have always been Bulls, but we have also always been uniquely USF St Petersburg,” he said.
Timeline:
1956: University of South Florida opens in Tampa with green and gold as school colors.
1962: The Golden Brahman is selected as USF’s mascot to represent Florida’s cattle-raising. Other mascot ideas included chickens, olympians and camels.
1965: USF St. Petersburg opens without a name attached.
1968: USF St. Petersburg receives name Bayboro campus.
1969: The legislature makes the new campus official and gives it the name USF-St. Petersburg.
1974: USF’s Rocky the Bull is trademarked.
1980: USF drops the Golden Brahman and becomes known as the Bulls with the Iron Bull as its mascot.
1997: USF gets football team.
2000: Judy Genshaft is hired as USF system President.
2003: USF undergoes first round of rebranding with $200,000 revamp and the Iron Bull logo is switched with the Bull “U.”
2018: Genshaft unveils new forest and neon green logo to represent all three USF campuses.
Information from the Tampa Bay Times and USF’s website was used in this article.
