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USF ditches controversial new academic logo, switches to "Iconic Bull U" used by athletics

Branding change will cost nearly $1 million
Posted: 11:41 AM, May 06, 2019
Updated: 2019-05-06 18:50:17-04
new usf logo.jpg

Last Fall, the University of South Florida unveiled a new academic logo (pictured below). It was met with controversy and pushback from students and alumni.

usf controversial logo.jpg

Then in March, the school slightly modified the logo, but the USF faithful still were not impressed.

USF makes changes to final logo after negative feedback, students and alumni still not impressed

The University has decided to stop using the new Bulls logo, which many said was reminiscent of investment management company Merrill Lynch.

Now USF will adopt the "Iconic Bull U," which has been used by USF Athletics for almost 15 years, to represent the entire university.

The school will also return to the traditional green-and-gold color palette. Implementation of the changes will begin immediately and continue throughout the summer.

"We wouldn’t be Bulls if we didn’t take risks. 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," VP of communications and marketing Joe Hice said.

In total, the branding change will cost the university almost $1 million. This includes $47,000 to create the logo, then close to half a million in the promotional campaign, according to Hice. Two signs with the bull logo were created for the Morsani College of Medicine in downtown Tampa. The plan was to have four signs for the building with the updated logo.

It will cost $8,300 to change the ads for the "A Future Without Limits" marketing campaign.