Messages on Brand Refresh Updates

April 23, 2024

Dear Campus Community,

Last summer, the Office of Marketing and Communications embarked on a Brand Refresh Initiative aimed at reimagining how the University’s story is communicated to prospective students and other key stakeholders. As we approach the implementation stage, we would like to provide an update on our progress.

In conjunction with SimpsonScarborough, a leader in higher education branding and marketing, the University conducted a comprehensive survey targeting audiences in the southern U.S. and the Midwest. This survey aimed to uncover perceptions of USA and identify our key strengths.

The insights gleaned from the survey and feedback from members of the USA community, including students, have guided the subsequent phases of our work, which are nearing completion. In essence, we have established a robust framework for articulating USA's position within Alabama, as well as on a national and international scale. Our updated messaging approach, spanning everything from brochures to building banners to website content, promises to breathe new life into our communications and propel us forward.

While “We are South” has served us well since 2016, it’s time for a new direction. We have already phased out the tagline from many websites, publications, signature lines, etc. However, we have not encouraged replacing print materials until a suitable replacement is identified, due to the expense involved with that type of change.

It is important to clarify that our brand refresh does not involve a complete overhaul. Our University brand mark (logo) and primary colors will remain unchanged, even as we evolve our image to best tell South’s story. 

Additional updates will be provided as we transition into the implementation phase. 

August 16, 2024

Dear Faculty and Staff,,

In May, we provided information regarding the effort to update how the University’s story is communicated to prospective students and other key stakeholders. Now that the final direction for the brand refresh has been selected and implementation is beginning, we want to share the latest on it and invite you to attend one of two town halls scheduled for September, so you can learn more.

As you know, Flagship of the Gulf Coast is a statement that we began using two years ago, but it has not been widely utilized across campus. That is about to change as we incorporate the phrase – registered last year with the U.S. Patent and Trademark Office – into websites, brochures, light pole and building banners, email signature lines and much,
much more.

In addition to the Flagship line, you will also see our new marketing campaign – Ready, South, Go – begin rolling out in our paid advertising and elsewhere. While it’s heavily focused on student recruitment, the campaign will also appear on banners and in brochures, among other places, to complement our overarching Flagship theme. While our primary brand mark (USA), as well as our primary colors, have not changed, you will notice a new design style associated with the marketing initiative. For a more thorough update on your role in the brand refresh, we ask that you attend one of two town halls taking place on Friday, Sept. 20, from 10-11 a.m. and Wednesday, Sept. 25, from 3:30-4:30 p.m. Both will be held in the Marx Library Auditorium.

While “We are South” served us well for many years, it’s time to look to the future, and the brand refresh is an important way for us to position the University regionally and nationally in a way that grows enrollment and shines a positive light on the wonderful work going on at the University of South Alabama – the Flagship of the Gulf Coast.