The new logo, along with a new tagline, "Change the World From Here," updates the former logo, which was introduced nearly 20 years ago.
The logo now spells out the university's name instead of only its initials.
The logo forms a cross in the center, referencing the school's Jesuit Catholic tradition, and there are arrows that point both inward and outward, which spokeswoman Anne-Marie Devine said represents the ongoing dialogue and engagement between USF and society.
The design for the logo was an 18-month process and co-created by San Francisco design firm, Studio Hinrichs, and USF creative director Dale Johnston.
Former and current students, faculty and staff were part of the design process. They provided feedback and ideas for the logo redesign, Devine said.