Messages on Brand Refresh Updates

April 23, 2024

Dear Campus Community,

Last summer, the Office of Marketing and Communications embarked on a Brand Refresh Initiative aimed at reimagining how the University’s story is communicated to prospective students and other key stakeholders. As we approach the implementation stage, we would like to provide an update on our progress.

In conjunction with SimpsonScarborough, a leader in higher education branding and marketing, the University conducted a comprehensive survey targeting audiences in the southern U.S. and the Midwest. This survey aimed to uncover perceptions of USA and identify our key strengths.

The insights gleaned from the survey and feedback from members of the USA community, including students, have guided the subsequent phases of our work, which are nearing completion. In essence, we have established a robust framework for articulating USA's position within Alabama, as well as on a national and international scale. Our updated messaging approach, spanning everything from brochures to building banners to website content, promises to breathe new life into our communications and propel us forward.

While “We are South” has served us well since 2016, it’s time for a new direction. We have already phased out the tagline from many websites, publications, signature lines, etc. However, we have not encouraged replacing print materials until a suitable replacement is identified, due to the expense involved with that type of change.

It is important to clarify that our brand refresh does not involve a complete overhaul. Our University brand mark (logo) and primary colors will remain unchanged, even as we evolve our image to best tell South’s story. 

Additional updates will be provided as we transition into the implementation phase.