USF adds "Tampa Bay" to new logo designs
The University of South Florida is working on new logo designs aimed at clarifying the school's location in the region: USF Tampa Bay, new materials will read. A slogan will say "USF is Tampa Bay." To the left is a window display that will go in Tampa's Channelside complex.
Taking a page from the Tampa Bay Times playbook, are we?
Apparently not. It's an effort the school has been thinking about for quite some time, said USF spokesman Michael Hoad, before the St. Petersburg Times announced it was changing its name effective January. USF's plan, which is still in the works, was sparked by a national reputation survey that revealed that outside of Florida, many people are confused by USF's name, Hoad said. Some, unsurprisingly, assume the Tampa-based school is in south Florida. Others confuse it with the University of Central Florida.
Using "Tampa Bay" in designs, especially those intended for outside the state, Hoad said, will help solve that problem. It's intended primarily for the Tampa campus of the USF system, as other branches in Sarasota, St. Petersburg and the Polytechnic in Lakeland already have geographical brand attachments on their names. But those branches can use it, too, Hoad said.