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USF Drops Embattled Bull Logo

May 6, 2019

The University of South Florida is officially throwing in the towel on its controversial bull logo barely eight months after it debuted.

Joe Hice, USF Vice President of Communications and Marketing, released a statement Monday morning to students, faculty, staff and alumni acknowledging the vocal response it received from some quarters since it was unveiled last September.

Many who spoke out felt the bull resembled the symbol of brokerage firm Merrill Lynch, while others felt the brighter color choices moved too far from the traditional dark green-and-gold USF had used for decades.

A design refinement in March 2019 didn’t satisfy many respondents. But the logo, which was used for academic branding, remained one of the centerpieces of the school’s “A Future Without Limits” marketing initiative.

USF will switch to its “Iconic Bull U” symbol used by the Athletics Department to represent the entire university.

The Tampa Bay Times reports Hice said the re-branding cost about $1 million, including a $200,000 marketing campaign created with Spark Media. That included the creation of the logo, the March refinement and merchandise, which will continue to be sold in campus stores.