USF Branding — Be BULLISH.
So woke up Sunday to page 1A in the Tampa Bay Times, complete with photo on the jump page.
https://tinyurl.com/y7xrghg4
USF works to remake its muddled brand. Right now, ‘it doesn’t really say anything’
![This slide from a recent report on the University of South Florida's branding efforts shows just some of the 80-plus marks in use across its campuses. The school's current branding "doesn't have a theme," says USF's chief marketing officer Joe Hice, who is working to improve the school's image. "It doesn't really say anything." [University of South Florida]](http://www.tampabay.com/storyimage/HI/20180301/ARTICLE/303019911/AR/0/AR-303019911.jpg?MaxW=2000&cachebuster=821195 "This slide from a recent report on the University of South Florida's branding efforts shows just some of the 80-plus marks in use across its campuses. The school's current branding")
This slide from a recent report on the University of South Florida’s branding efforts shows just some of the 80-plus marks in use across its campuses. The school’s current branding “doesn’t have a theme,” says USF’s chief marketing officer Joe Hice, who is working to improve the school’s image. “It doesn’t really say anything.” [University of South Florida]
![Workers apply a USF logo to the basketball court for the opening round of the NCAA basketball tournament in 2008 at what then was known as the St. Pete Times Forum in Tampa, now Amalie Arena. Despite major improvements in academics, research and other fronts, the school's name and image continue to cause confusion. Sports commentators sometimes call the school "South Florida," conjuring images of the Miami skyline. [Times (2008)]](http://www.tampabay.com/storyimage/HI/20180301/ARTICLE/303019911/EP/1/1/EP-303019911.jpg?cachebuster=379297 "Workers apply a USF logo to the basketball court for the opening round of the NCAA basketball tournament in 2008 at what then was known as the St. Pete Times Forum in Tampa, now Amalie Arena. Despite major improvements in academics, research and other fronts, the school's name and image continue to cause confusion. Sports commentators sometimes call the school \"South Florida,\" conjuring images of the Miami skyline. [Times (2008)]")
![USF's iconic "Bull U" logo began life as a standalone athletic mark in 2003, but has crept into broader university use. Chief marketing director Joe Hice now sees it as a readily recognizable mark worth keeping as he retools the school's branding -- USF's answer to the Nike swoosh. [University of South Florida]](http://www.tampabay.com/storyimage/HI/20180301/ARTICLE/303019911/EP/1/2/EP-303019911.jpg?cachebuster=999463 "USF's iconic \"Bull U\" logo began life as a standalone athletic mark in 2003, but has crept into broader university use. Chief marketing director Joe Hice now sees it as a readily recognizable mark worth keeping as he retools the school's branding -- USF's answer to the Nike swoosh. [University of South Florida]")
![USF's early branding history includes this logo, which refers to the school's first mascot, the Golden Brahmans. It was a reference to the fact that Florida is a cattle-raising state, and it was chosen over suggested names including Chickens, Olympians and Camels. It wasn't until the 1980s that USF became the Bulls. [University of South Florida]](http://www.tampabay.com/storyimage/HI/20180301/ARTICLE/303019911/EP/1/3/EP-303019911.jpg?cachebuster=253885 "USF's early branding history includes this logo, which refers to the school's first mascot, the Golden Brahmans. It was a reference to the fact that Florida is a cattle-raising state, and it was chosen over suggested names including Chickens, Olympians and Camels. It wasn't until the 1980s that USF became the Bulls. [University of South Florida]")
![USF's chief marketing officer Joe Hice is tasked with revamping the school's brand. "Why don't people know we're $500 million-plus in research? Why don't people know that we have great students?" he asks. "Because we haven't been telling the story." [Times (2005)]](http://www.tampabay.com/storyimage/HI/20180301/ARTICLE/303019911/EP/1/4/EP-303019911.jpg?cachebuster=885650 "USF's chief marketing officer Joe Hice is tasked with revamping the school's brand. \"Why don't people know we're $500 million-plus in research? Why don't people know that we have great students?\" he asks. \"Because we haven't been telling the story.\" [Times (2005)]")
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