The University of San Francisco is re-introducing itself to the city it has called home for more than 150 years with a visibility advertising campaign meant to set San Franciscans on their collective ear.
‘It’s past time for the world to know the great stuff we are doing with and for our students, our city, and the entire global village.’
—USF President Stephen A. Privett, S.J.
Kicked off April 2 with slogans such as “University of the Best City Ever” and “Academics More Challenging Than Finding a Parking Spot in North Beach,” the campaign consists of 14 provocative headlines that emphasize the university’s commitment to academic excellence, a culture of service, and a passion for social justice, as well as its deep ties to San Francisco.
The effort is called the Higher Standard Campaign, a reference to USF’s distinct brand of education that joins critical thought with purposed action.
The bold ads blanketed downtown San Francisco in April and May and will do so again in September and October.
“The University of San Francisco is deliberately, loudly, and finally tooting its own horn,” said USF President Stephen A. Privett, S.J. “It’s past time for the world to know the great stuff we are doing with and for our students, our city, and the entire global village.”
The campaign follows the university’s launch of a new logo and tagline. The new tagline, “Change the World From Here,” is a call to action that is contemporary, urgent, and personal. The new logo, a cross formed from arrows pointing both outward and inward, reflects the ongoing dialogue and exchange between the university and an increasingly interconnected world.
For more information on the campaign, visit the
For more information on the new logo and tagline, visit the