When you hear the letters U-S-I, what does that conjure in your mind's eye? Whatever the images, emotions or stories, those are the University of Southern Indiana brand… and its equity -- the value you place on your relationship with the University.
One literal form of the word 'brand' comes from the act of differentiating one owner's cattle from another by using a branding iron to permanently mark the animal with a unique symbol. Whether you are a community member, donor, student, faculty, staff or alumni of USI, what mark has USI left on you? In turn, what mark have you left on this university?
Our brand is an intangible asset, possibly one of our most valuable assets, comprised of much more than just a logo. But the USI logo, all by itself, has to carry a lot of weight. It is the single-most-used visual representation of what we were, are and aspire to be. And that's why we need to protect it.