SAN FRANCISCO (Aug.19, 2011) – The University of San Francisco (USF)
today unveiled its new logo, and its new tagline, Change the World From Here. The University’s updated logo replaces
the former introduced nearly 20-years ago.
The
three elements that compose the new logo are the full university name, updated
tagline, and refreshed symbol.
- The University of San Francisco is
now spelled out (rather than abbreviated as USF) to limit confusion with
other universities and bring attention to the university’s intimate
interconnection with this stunningly beautiful, world-class city.
- Change
the World From Here
is a call to action that is contemporary, urgent, and personal. It
underscores the University of San Francisco’s mission to equip and empower
the university community to give back for the greater good. The Here in the tagline not only
signifies the University of San Francisco campus, but also San Francisco
itself, and at its most personal, the Here
within our minds and hearts.
- The cross formed in the center of
the refreshed symbol represents University’s Jesuit Catholic identity. The
arrows point both outward and inward reflecting the ongoing dialogue and
engagement between the university and society.
“This
new logo is sharper, crisper, and more accurately represents the University of
San Francisco today,” said USF President Stephen A. Privett, S.J. “The cross is
our Jesuit Catholic tradition, and the arrows pointing both in and out signal
the exchange of ideas and collaborative dialogue we have with the City and
contemporary culture. We want the University of San Francisco to be the heart
and soul of the City-- to serve as a voice of reason tempered by compassion and
driven by values.”
Eighteen-months
in the making, the new design was jointly created by Studio Hinrichs, a leading
San Francisco design firm, and USF’s Creative Director, Dale Johnston. Faculty,
staff, alumni, current and prospective students were all included in the
process, which was coordinated by a campus-wide branding work group formed to
provide feedback and guidance in the redesign.
“Our
charge was to capture the engagement and exchange with society that is the
essence of Jesuit education in San Francisco and around the world,” said David
Macmillan, vice president for communications and marketing at the University of
San Francisco, and chair of the branding work group. “As a result of this
interaction, both the culture and the university are enriched -- learning from
one another to affect positive change in our world. The three elements of the
refreshed logo work together to tell that story.”
About
the University of San Francisco
The University of San Francisco is in the heart
of one of the most innovative and diverse cities and features a vibrant
community of students and faculty who achieve excellence in their fields while
building a more humane and just world. University of San Francisco students,
faculty, and alumni are involved in the entrepreneurial city of San Francisco
and work in all industries, from technology to nonprofits. With dedicated professors and exceptional
academic programs to choose from, the university offers undergraduate,
graduate, and professional students the knowledge and skills needed to develop
into ethical leaders who are sought after in their professions. USF’s diverse
student body benefits from direct access to faculty, small class sizes, and a
broad array of programs and co-curricular opportunities. Informed by the
university’s 156-year-old Jesuit Catholic mission, the USF community ignites
students’ passion for social justice and the pursuit of the common good. For
more information about the University of San Francisco, please visit www.usfca.edu.
