updated: 4/9/2014 12:37:14 PM

USI Unveils New Look

InsideINdianaBusiness.com Report

The University of Southern Indiana has launched what it is calling a "fresh and forward-thinking" brand. The redesign effort extends to the official logos of the school and its athletic programs. USI also released an advertisement in conjunction with the brand unveiling.

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Additional details on the new look are available by clicking here.

April 9, 2014

News Release

EVANSVILLE, Ind. - The University of Southern Indiana announced new academic and athletic logos on April 9, during an unveiling fashion show and ceremony that drew hundreds to the event in Carter Hall on the USI campus. As the University approaches its 50th anniversary, the new logos preserve the University's colors and traditions while reflecting the evolution of the University's brand and its identity as a diverse, broad-based institution on a modern and thriving campus.

Selecting the right symbol required distilling the essence of the University into a few simple strokes. The resulting image had to convey history as well as a long and bright future. The new academic logo borrows symbolism from the torch found in the University's seal, within the spine of an open book, and transforms it into the "I" in USI. The torch's flame, a red blaze, signifies the illumination of knowledge (and is reminiscent of an eagle’s wing). The new logo is fresh and forward-thinking, innovative and accessible, and imbues a sense of openness and connectivity that is indicative of the University of Southern Indiana.

A new tagline, "Knowledge for Life," also was announced in connection with the new academic logo. "Knowledge for Life" is an element of the USI brand and will be used in conjunction with the new academic logo. The tagline speaks to the University's primary academic mission of advancing education and knowledge. USI President Linda L. M. Bennett stated, "Academic quality has been a part of this University since its founding. The evolved representation of our brand shines a light on the profound impact we are having on higher education in our region and far beyond."

The new logos were developed by the University over a nine-month period in partnership with national design firm Rickabaugh Graphics. Headquartered in Ohio, Rickabaugh Graphics is responsible for the logos of hundreds of universities across the nation, including Ohio State, Seton Hall and Marquette University.

USI logo selection and implementation teams collected research and worked with dozens of focus groups - conducting surveys, and polling students, athletes, coaches, faculty, alumni, staff, retirees, and others, in an effort to establish a brand that reflects the overall spirit of the institution. "While logos are just a piece of the overall brand, they are the single-most used visual representation of our brand." said Kindra Strupp, assistant vice president for Marketing and Communications. "Together, we’ve evolved the USI brand to convey our history and our strong vision for the future of USI."

USI's new athletic logo highlights the Screaming Eagle tradition and depicts a fiercer, more competitive, and proud eagle. "The new athletic mark is an important step in the growth of our department," said Jon Mark Hall, director of Athletics. "The modern, fierce look of the eagle represents a proud and determined athletic program that strives for academic and athletic excellence every day. It was time to evolve our brand in a way that represents the success of our outstanding student athletes and coaches, and takes us into the future."

The new athletic logo will be rolled out for USI’s 15 NCAA Division II teams beginning in summer and fall 2014.

"I can't begin to tell you how exciting it has been to see the energy that has gone into creating this new look for USI," said Bennett. "Even more exciting has been the overwhelming support from our USI family, including alumni, faculty, students, staff, retirees, and our friends in the community. Everyone has rallied behind us."

Official logo apparel and other logo merchandise are available at the USI Campus Store, located in University Center West on the USI Campus. Find out more about USI’s brand at www.usi.edu/brand.

Founded in 1965, the University of Southern Indiana enrolls nearly 10,000 undergraduate, graduate, and doctoral students in 80 majors. A public higher education institution, located on a beautiful 1,400-acre campus in Evansville, Indiana, USI offers programs through the College of Liberal Arts, Romain College of Business, College of Nursing and Health Professions, and the Pott College of Science, Engineering, and Education. USI is a Carnegie Foundation Community Engaged University and offers continuing education and special programs to more than 15,000 participants annually through its Division of Outreach and Engagement. USI is online at www.usi.edu.

April 9, 2014

Details of the University of Southern Indiana Brand from usi.edu

Knowledge for Life

The University of Southern Indiana has undergone a great deal of change in our nearly 50 years. Now was the right time to take stock of our brand and consider how we will embrace the next half century. Selecting the right symbol required distilling the essence of our University into a few simple strokes. No small task! The resulting image had to convey our history as well as a long and bright future. Our new academic logo borrows symbolism from the torch found in the University's seal (perhaps with a link to the photo and seal policy), within the spine of an open book, and transforms it into the "I" in USI. The torch's flame, a red blaze, signifies the illumination of knowledge (or an eagle's wing). We hope you agree that the new logo is fresh and forward-thinking, innovative and accessible, and imbues a sense of openness and connectivity that is indicative of USI. What started as a spark has kindled into a flame and is now a torch lighting the way, burning ever brighter as we continue our quest for knowledge — Knowledge for Life.

The USI Brand

When you hear the letters U-S-I, what does that conjure in your mind's eye? Whatever the images, emotions or stories, those are the University of Southern Indiana brand… and its equity -- the value you place on your relationship with the University.

One literal form of the word 'brand' comes from the act of differentiating one owner's cattle from another by using a branding iron to permanently mark the animal with a unique symbol. Whether you are a community member, donor, student, faculty, staff or alumni of USI, what mark has USI left on you? In turn, what mark have you left on this university?

Our brand is an intangible asset, possibly one of our most valuable assets, comprised of much more than just a logo. But the USI logo, all by itself, has to carry a lot of weight. It is the single-most-used visual representation of what we were, are and aspire to be. And that's why we need to protect it.

Source: The University of Southern Indiana

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