The University of South Carolina Aiken (USCA) is rolling out a bold rebrand this month, unveiling a new look aimed at strengthening enrollment, boosting donor support and increasing alumni engagement.
The rebrand follows two years of research with students, alumni, donors and prospective students to assess the university’s strengths and public perception.
The new visual identity features bold red and midnight blue colors, an updated Pacer athletics logo, and a new academic mark known as “The Double Knot,” according to a press release from USCA.
“The timing of this initiative is intentional. Like many institutions across the country, we are facing increasing competition for new students,” Chancellor Dr. Daniel J. Heimmermann said. “The impact of the pandemic, shifting demographics, and rising costs have created an environment where we must do more to reach our audience. We are not alone in this challenge, but we must respond proactively. The rebrand allows us to reintroduce USCA in a way that resonates with new audiences while reaffirming our mission to those who already know us.”
The “Double Knot” design draws inspiration from an iconic sculpture on campus and incorporates visual elements from the 1960s, when USCA was founded.
The refreshed Pacer logo aims to capture the speed and power of the university’s athletic teams, according to a press release from USCA.
“A refreshed and strategically positioned brand can significantly enhance our visibility and competitiveness,” said Christen Engel, vice chancellor of marketing and communication and chief of staff to the chancellor. “It will help clarify and communicate USCA’s value. Consistency and clarity across all brand elements allow our messages to cut through the noise, making it easier for prospective students and families to understand who we are and what we offer.”
The university will debut the new brand at its “Downtown Takeover” celebration on Saturday, Aug. 23, from 5 to 9 p.m. in Aiken’s downtown alley. The event will feature live music, food trucks and exclusive branded merchandise at a mobile spirit store.
“This event is a wonderful time for our community to come together and kick off a new fall semester and experience the new brand together for the first time,” Engel said. “This is an exciting moment for USCA and an opportunity to unify our message, elevate our presence, and champion our future.”
The new look will be incorporated across the university in the coming months, appearing on buildings such as the Advanced Manufacturing Collaborative, campus banners, merchandise, uniforms and vehicles, according to a press release from USCA.
“I can’t wait to see our community rally around the new brand,” Heimmermann said. “Whether it’s a student athlete wearing the new Pacer on the field with pride or new alumni sporting the double-knot at commencement, we are excited to see people show their pride for USCA.”
