USF Unveils a New Logo

By: Maddy Redday

The University of Sioux Falls Ward Lobby was packed full of students, faculty, media, and trustees on Thursday, September 8, 2022, excited to witness the college’s new look. President Brett Bradfield unveiled a long researched and designed visual rebranding and shared it with the public for the first time. The monumental event was held on USF’s 139th anniversary.

Bradfield described the new logo and what it took to make the change. This important moment in the institution’s history was made possible by a 15-person task force and diverse stakeholder groups involved with the university. Many were surveyed about the changes months ago including staff, alumni, donors, students, prospective students, parents, and trustees. Bradfield said, “We wanted to hear the voices of our community; past, present, and future.” The team received more than one thousand completed surveys that contributed to the rebrand. The consistency and high volume of feedback allowed the team to move forward with fine-tuning the logo. They found the main consistency from the survey was the inclusion of the letters ‘USF’ as a “powerful identifier of our institution,” said Bradfield.

While the visual rebrand is evolving at USF, the foundation of the institution is firm. Bradfield stated, “We remain a Christian liberal arts University educating students of the humanities, sciences, and professions”. The rebrand takes a more modern approach to USF’s 139-year-old mission and traditional motto, culture for service.

Moreover, in The Difference is Here campaign, the positioning line used to roll out the rebrand comes from the idea that there is “something different,” about USF. President Bradfield talked about how USF, “excels in developing a whole person, not just in small ways but in large meaningful ways.” The rebrand is set to roll out in a tiered approach over the coming weeks.