USCA to launch bold new brand identity at Downtown Takeover

USCA to launch bold new brand identity at Downtown Takeover

The University of South Carolina Aiken (USCA) is entering an exciting new chapter—one that honors our past and looks to the future.

On Saturday, August 23 at 5 p.m., the university will unveil its new brand identity during the Downtown Takeover on Newberry Street at The Alley in downtown Aiken. This public celebration will feature live music, food trucks, exclusive USCA merchandise and the first official reveal of the university’s updated look and feel.

Why Rebrand?

Over the past two years, USCA has been on a mission to strengthen its voice and visual presence in an increasingly competitive higher education landscape. With input from students, alumni, donors, faculty, staff, and prospective families, the university began a deep exploration of its current brand.

What emerged was clear: the existing identity no longer reflects the energy, ambition, or distinctiveness of today’s USCA.

“The timing of this initiative is intentional,” said Chancellor Daniel J. Heimmermann. “Like many institutions, we’re navigating a rapidly changing environment. This rebrand allows us to reintroduce USCA in a way that resonates with new audiences while reaffirming our mission to those who already know us.”

What’s New?

The refreshed brand includes a bold new logo, updated typography and color palette, and more unified messaging. Together, these elements form a visual and verbal identity that’s youthful, progressive, and vibrant, better representing the USCA experience.

The new logo is a one-of-a-kind design that symbolizes the interconnectedness of the USCA community. Inspired by the iconic campus sculpture, “The Double Knot,” and the design aesthetics of the 1960s (when the university was founded), the mark is both timeless and forward-looking. It will serve as the university’s new academic identity, while the fiercer, more dynamic Pacer will continue to rally the spirit of USCA Athletics.

“The rebrand is not just about aesthetics,” said Christen Engel, vice chancellor for Marketing and Communication. “It’s about clarity and consistency—making it easier for students, families, and supporters to understand who we are and what we offer.”

Community Launch Events

The brand will be introduced through a phased rollout beginning this fall, starting with external-facing materials such as advertising, signage, digital content and the university’s redesigned website.

The Downtown Takeover will be the first public reveal of the new identity and promises to be a spirited evening in the heart of Aiken. Guests can explore the new brand, pick up branded merchandise from the mobile spirit store, and connect with fellow Pacers as the university kicks off the fall semester.

“This is an exciting moment for USCA—an opportunity to unify our message, elevate our presence and champion our future,” Engel said.

What’s Ahead

Over the coming months, the new brand will appear across campus and beyond—in uniforms, banners, vehicles, merchandise, digital platforms and more. The full rollout is designed to enhance recruitment, increase engagement, and raise USCA’s visibility among both local and national audiences.

“Whether it’s a student-athlete wearing the new Pacer on the field or a graduate proudly displaying the Double Knot at commencement,” said Heimmermann, “We’re excited to see the community embrace and bring this new identity to life.”

Media outlets interested in covering the Downtown Takeover should RSVP in advance by contacting Angela Saxon at news@usca.edu by Thursday, Aug. 21 at

Media interviews will be available from 2-3 p.m. on Saturday, Aug. 23. Reporters and photographers are asked to meet on Newberry Street in Downtown Aiken in front of the music stage.

For more information, contact USCA Marketing & Communication at news@usca.edu.