USCA unveils new brand identity
Students pose in T-shirts featuring the new icon.
USCA introduced a bold new look during its “Downtown Takeover” event on Sat., Aug. 23, in the heart of Downtown Aiken, signaling an exciting new era for the institution.
“The launch marks an important milestone in the life of our university,” said USCA Chancellor Dr. Daniel Heimmermann. “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."
USCA’s updated brand identity includes a striking new logo, featuring the letters “USCA” intertwined in a design known as “The Double Knot”, a beloved symbol on campus located in the courtyard of the Penland Building. The fluid form of the icon pays homage to the campus’s iconic sculpture, while the typography draws inspiration from the design aesthetic of the 1960s, the decade in which USCA was founded. A refined academic mark, reserved for formal university occasions, echoes this design.
“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, USCA 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."
In addition to the academic and institutional branding, the university’s athletic identity has also been refreshed. While USCA’s teams will continue to be known as the Pacers, the updated athletic logo delivers a stronger, more dynamic feel, one that embodies the speed, strength and determination of its student-athletes.
The color palette, featuring midnight blue and bright red, adds a vibrant modern edge to the brand and will be rolled out across campus in the coming months. This includes new signage, uniforms, vehicles, merchandise at the Pacer Shoppe and other visual assets that bring the brand to life.
"Change is progress, and in athletics, the best embrace opportunities driven by positive, intentional initiatives that build championship-level programs,” said USCA Athletic Director Todd Wilkinson. “Our refreshed athletic logos represent more than just a new look they reflect our commitment to growth, pride, excellence, and winning. 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."
As part of this evolution, USCA will also be shifting how it refers to itself publicly. To further clarify its identity as a standalone institution and not a branch campus or feeder school, the university will primarily use “USCA” instead of “USC Aiken” in its everyday communications.
The full name will still appear in formal contexts, but this subtle change will help reinforce USCA’s independent spirit and unique character.
For more information, contact USCA Marketing & Communication at news@usca.edu.