By: Madie Brink
SIOUX FALLS, South Dakota—University of Sioux Falls Athletics is officially launching a new era with the reveal of a modernized logo and fresh brand identity—a powerful tribute to its hometown pride and competitive spirit. The look was developed by Mongoose Sports out of Erie, Colorado, and includes a new primary "USF" and cougar head logo, along with updates to the classic "USF" and full body cougar. The rebranding will also boast a slightly revised color scheme that correlates more with the University, along with new typography, wordmarks and patterns.
"This logo represents more than just a new look—it reflects the energy, pride and future of our athletics program," Director of Intercollegiate Athletics Jon Hart said. "We've modernized our identity to better connect with today's students, while honoring the strength of our tradition and deepening of our roots in the Sioux Falls community. We can't wait for students, staff, alumni and fans to rally behind it.
I also want to extend my sincere thanks to our campus marketing and athletic communications teams, as well as Mongoose Graphics, for their creativity, vision and collaborative spirit throughout this process. Their commitment to capturing the heart of our athletics brand and translating it into a new, sharp design made this rebrand possible."
We Are Sioux Falls
At the core of the new visual identity is a bold spotlight on "SF"—with a distinctive color treatment that proudly reflects USF's roots as Sioux Falls' team. It's a design that connects the past, present and future, uniting the teams, the fans and community under a single, powerful banner.
This logo represents the relentless energy of the student-athletes, the passion of the fans and the pride of everyone who calls Sioux Falls home.
"The important process of addressing a continually changing horizon remains a critically essential component of ensuring that the quality proposition is achieved in all programming operated under the auspices of the University," stated University President Dr. Brett Bradfield. "The USF Athletics program of 19 sports proudly competes at the highest levels of NCAA DII, and our approximately 500 student-athletes serve as tremendous ambassadors of the University's commitment to excellence in both academic and co-curricular endeavors. It only makes sense that our athletic branding would be reflective of the energy, forward-thinking and steadfast commitment to excellence in this operational area of the University."
A Modern Look, Rooted in Tradition
The new visual identity builds upon USF's proud heritage while embracing a future-forward design philosophy. With a revitalized logo, updated color palette and refreshed typography, the rebrand unifies all USF Athletic programs under one cohesive and powerful symbol. This evolution represents more than just aesthetics—it's a bold statement of who USF Athletics is and where it's headed.
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What's Next
About University of Sioux Falls
Founded 141 years ago, the University of Sioux Falls is a transformative Christian liberal arts university serving over 1,600 students through traditional undergraduate programs as well as graduate, evening and online degree programs including a Doctorate in Leadership. USF is committed to academic excellence and the development of mature Christian persons for service to God and humankind in the world through its more than 90 degree options in business, education, nursing and many more including the Center for Professional Development. A recent survey showed an impressive 99% of graduates were either employed, attending graduate or professional school, or continuing with additional undergraduate education within six months of graduation. Additionally, 76% of graduates started their careers in South Dakota, and of those, 89% lived in Sioux Falls or within 30 miles. Learn more at www.usiouxfalls.edu.
