The University of South Carolina Aiken (USCA) unveiled a sweeping rebrand during its “Downtown Takeover” celebration Saturday, introducing a modernized look designed to highlight both tradition and progress.
“The launch marks an important milestone in the life of our university,” Chancellor Dr. Daniel Heimmermann said. “Our new brand reflects the rich history of USCA and the bright future we are building together. I am grateful to our students, faculty, staff, alumni and community partners who joined us Saturday evening to celebrate this exciting new chapter.”
The centerpiece of the refreshed identity is a new logo known as “The Double Knot,” an interwoven design inspired by the sculpture in front of the Penland Building, according to a press release from USCA.
Paired with typography that recalls the 1960s, when the university was founded, the logo ties USCA’s history to its evolving future. A refined academic mark will be used for formal occasions.
“This brand launch is more than a new look; it’s a renewed expression of who we are and the values that set USCA apart,” said Christen Engel, vice chancellor of Marketing and Communication and chief of staff. “We deeply appreciate everyone who came out to share this moment with us, and we look forward to carrying this energy forward as we continue to tell the USCA story in bold new ways.”
Athletics also received a refreshed identity, with the Pacers’ logo redesigned to convey greater speed, strength and determination, according to a press release from USCA. The color palette — midnight blue paired with bright red — will extend across signage, uniforms, vehicles and merchandise in the coming months.
“Change is progress, and in athletics, the best embrace opportunities driven by positive, intentional initiatives that build championship-level programs,” Athletic Director Todd Wilkinson said. “Our refreshed athletic logos represent more than just a new look they reflect our commitment to growth, pride, excellence and winning.”
In addition to the visual overhaul, the university will shift its everyday identity to “USCA” rather than “USC Aiken,” a move intended to emphasize its status as a standalone institution. The full name will remain in use for formal purposes.
“This rebranding strengthens the identity of Pacer Athletics, uniting our teams, fans, and community, while enhancing our ability to recruit, compete, and succeed at every level,” said Wilkinson.
