History of USI Academic and Athletic Logos
Academic Logo
The University of Southern Indiana has undergone a great deal of change since its founding in 1965. As the University approached its 50th anniversary and the institution further considered the value of marketing and branding, a new marketing department was formed, and part of the remit was to evaluate the visual identity of the University. In the process, everything was put under a microscope for evaluation—the University name, colors and mascot, among them. In the end, a balance was struck to 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.
Over a nine-month period in 2013, the Marketing and Communication team in partnership with a national design firm 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 reflected the overall spirit of the institution.
Selecting the right symbols required distilling the essence of the University into a few simple strokes. The resulting images had to convey history as well as a long and bright future. On April 9, 2014, new academic and athletic logos were unveiled at a fashion show and ceremony that drew a standing room only crowd of community members and media to the event in Carter Hall on the USI campus.
The new academic logo borrowed 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 academic logo is forward-thinking, innovative and accessible, and imbues a sense of openness and connectivity that is indicative of the University of Southern Indiana.
In the Academic Brand Standards Guide, the USI logo family is presented and the rules for their use are laid out. Information for appropriately using the logos, color choices, typography are laid out and application examples for the University and for the respective colleges and departments. Consistency is the key. Proper and legal use of the logos protects the University’s image and sets us apart from other institutions. All logos are registered, and any reproduction of the logos should always bear the registration mark.
Athletics Logo
The USI athletics program also was ready for a new look—a brand that represented the success of our outstanding student athletes and coaches. The athletic logo highlights the Screaming Eagle tradition, but the eagle is more competitive, fierce and proud. Research indicated our Athletic teams and student athletes were tough, powerful, strong and good sports. That is a lot to live up to but is exactly what the athletic logo brand seeks to convey. From the custom designed USI Bold font to the eagle's fierce eyes and beak, our research presented a clear mandate on what was expected and what was delivered.
USI President Linda Bennett said at the time, "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."
The Athletics Brand Standards Guide is a tool for coaches, staff, alumni, outside vendors, printers, businesses and other constituents to consistently use when reproducing the visual identity of USI Athletics.
