Frequently Asked Questions - Logo
What is USF Athletics announcing today?
• The University of San Francisco Athletics Department today unveiled its new logo and redesigned USFDons.com website.
• This Friday, August 17 at 3 p.m., the USF Athletics Department will host a casual gathering in the lobby of War Memorial Gym to showcase its bold new look and celebrate the kick off the 2012-13 season. All are welcome.
Why did the USF Athletics Department develop a new athletics logo?
• The previous athletics logo was created a decade ago. This new design freshens the logo and represents the USF Athletics Department as it is today – dynamic, contemporary, and deeply connected with the City of San Francisco.
Why now?
• After having a year to explore the history of the brand and USF Athletics’ storied connection to the City of San Francisco, Athletics Director Scott Sidwell felt it was the right time to revitalize the visual identity of the department.
How is the logo different from the previous version?
• Highlights of the new logo series include:
• San Francisco Dons is now spelled out to limit confusion with other universities and brings attention to the Dons’ rich athletic tradition and interconnection with this world-class city.
• For versions in which the USF abbreviation is needed, the S and F are stacked inside the U. This design creates a monogram crest unique to the University.
• Both redesigned logos feature an eye-catching, new font style.
What is the objective of the new look?
• The goal of the refreshed logo and website is to continue building awareness of University of San Francisco Athletics -- increasing recognition and appreciation within the City of San Francisco and beyond.
• The updated look provides a renewed sense of pride for the city’s first and only NCAA Division I athletics program.
How is the website been updated?
• In addition to the redesigned logo, USFDons.com has been revitalized with a new look and feel providing fans with a cutting-edge destination to stay up-to-date with USF Athletics. SIDEARM Sports (Sports Information Distribution Engine with Archives and Records Management) designed the new online home of the Dons, which includes increased focus on video content, text message updates, direct email alerts, and mobile applications for iPhone and Android users.
What is the new tagline?
• Aim Higher is the new tagline adopted by USF Athletics to guide the department. By instituting a logo that was more representative of today’s athletics program, the university also wanted a tagline that reinforces the core of USF athletics.
• Aim Higher sets the department’s sights beyond where it is today. It develops a culture in which the department strives for greatness in a continual effort to Aim Higher.
• The University of San Francisco Athletics Department is committed to developing student-athletes around four key pillars guided by the Jesuit Catholic tradition of educating the whole person. These principles guide student-athletes to be men and women who:
• Excel in the classroom;
• Win at the highest level of competition;
• Engage in the community; and
• Become leaders in the world.
Did a professional firm design the logo?
• Yes, the logos were designed by SME, Inc., working in conjunction with the University of San Francisco Athletics Department. SME, Inc., based in New York, is an industry leader in strategic brand development and recently worked on the rebranding efforts for the West Coast Conference and the Miami Marlins.
How did you choose the firm?
• SME, Inc. came highly recommended and is well known for their redesigning efforts completed for high profile sports organizations and higher education institutions. The USF Athletics Executive Staff, led by Scott Sidwell, felt really good about the whole process. SME’s Ed O’Hara and his team were very attentive in listening to the different constituencies involved. The seamless process resulted in a dynamic, attention-grabbing design.
Who was involved in the design process and selecting the final series of logos?
• The USF Athletics Executive Staff, led by Scott Sidwell, managed the redesign process and worked closely with the SME, Inc. to refine the designs and select the final series.
Where can I purchase new athletic gear with the new logo?
• USF athletic gear reflecting the new look is available at USFDons.com, as well as the university bookstore on campus. In the near future, local retail outlets will also be selling the new San Francisco Dons apparel.
Where can I send my feedback?
• USF Athletics welcomes your feedback. Please send your comments and questions by clicking here.
