USF students crossing Turk Street from Lomo

Change the World from Here

The University of San Francisco launches logo and tagline

Welcome to the University of San Francisco’s first stop for information on the university’s new logo and tagline.


USF Logo

USF is excited to announce the launch of a new logo and tagline designed to carry the university forward into an increasingly interconnected world. The mark conveys the university’s distinctive blend of academic rigor, commitment to social justice, and longstanding links to San Francisco’s innovative spirit.

Drawing on USF’s roots as the city’s oldest university founded in 1855, the new logo retains the cross – a reminder of the university’s Jesuit values – while inviting the viewer to join the community and change the world through its kinetic design.

The tagline “Change the World from Here” is an extension of the former touchstone message “Educating Minds and Hearts to Change the World” with a call to action that is contemporary, urgent, and personal.

Here being San Francisco. Here being USF’s campus and students’ classes. Here being students’ minds and hearts. The tagline invites students to share the USF mission of social justice in action.

How do you want to change the world?

The new logo and tagline draw on USF’s home in San Francisco, one of the nation’s most diverse and dynamic cities, its academic excellence that joins critical thought to action by educating ethical leaders, and the university’s students’ and faculty’s passion for social justice and the pursuit of the common good.