The Critical 'I'

Read. React. Repeat.

Wednesday, July 16, 2003

If you're heading into the big-time that is Division I college football, it makes sense to give yourself an image makeover. So it is with the University of South Florida and their football team (along with the other sports, of course) as they prepare for their first official season of playing in Conference USA. That means a new set of athletic logos for the Bulls, with bolder merchandising potential, is in order.

My impression: It looks too Texas-ish. No specific Texas college, just generally Texas-like. The state of Florida actually has pretty big chunks of land devoted to cattle country, a little-known fact even to most Floridians. Still.

It seems to me the Bulls had updated their logo fairly recently. They used to have a rather cartoonish, no-graven-images kind of bovine that was in use for ages; then they refined it to a more straightforward bull's-head. That couldn't have been more than 3 or 4 years ago.

Nice job of C-USA to get the new logo on their site.