South Solidifies Promise with New Brand

Posted on March 23, 2016
Bob Lowry

The University of South Alabama rolled out its new brand today, featuring the slogan “We Are South,” with an afternoon of interactive activities that included the unveiling of new campus banners, an updated logo, a new video and website, an online advertising campaign, and a proclamation from the Mobile City Council declaring March 23 “University of South Alabama Day” in Mobile.

“The phrase ‘We Are South’ reflects the exciting things that our students, faculty and staff are accomplishing together,” said Mike Haskins, USA’s executive director for marketing and communications. “Our brand will bring consistency and quality to all of our marketing and communications, but the heart of the South brand, and what makes USA a great university, is our people.”

The “We Are South” campaign is the culmination of a nine-month effort by South’s Marketing and Communications Advisory Committee, consisting of nearly 40 faculty, staff, students and alumni. A number of committee members are featured in the new “We Are South” section of the University’s website, as they share their “South Stories.” The site, which will grow as more stories are added, celebrates the diversity and achievements of South’s community, and there’s also a place where students, employees and alumni can submit their own South story.

“Our students, faculty, staff, alumni and friends are what make the University of South Alabama an outstanding university, so it makes sense that the USA brand puts our people front and center,” said University President Tony Waldrop.

One of the more noticeable brand changes is the University logo, which no longer has the box that enclosed the USA letters.

“We’re actively engaged, out-of-the-box thinkers and doers at South, and our logo now reflects that personality,” Haskins said. “Removing the box is a small change, but also an important reminder of how what happens at South advances not just our region, but the world.”

For more information about the USA brand, go to

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