University of South Carolina Aiken

The Challenge

With higher education at large undergoing significant transitions since 2020, the shifting student population now asks more than ever from the college experience. University of South Carolina Aiken found themselves with an opportunity to stand out, not only from University of South Carolina overall and the misconception of just being a “satellite campus”,  but by offering students a college experience that is customizable in a way that most other 4-year institutions cannot hope to be.

The break came in two forms, a name and a brand. Retraining the mind from University of South Carolina Aiken to USCA allows us to establish an identity and personality distinct from Columbia. Using just the four letters, and stacking them two on top of the other helps impress in people’s minds the new pronunciation. The design is bold, stable and feels classic—like it could’ve existed from USCA’s inception in the 1960s.

Of course, a great logo is just the beginning. USCA needed a clear, simple-to-use system of visual assets that can bring each department, each touchpoint, each piece of communication in line with the overall brand. And while the overall USCA brand was getting a facelift we couldn’t ignore the Athletics side. The brand equity built by The Pacers was worth holding onto. So we matched the old name with the new style for a result that sounds familiar and looks refreshed, then we let it run.