United States Sports University Unveils New Institutional Brand Identity

The United States Sports University (USSU) proudly announces the launch of its refreshed institutional brand identity. This rebranding initiative reflects the university’s continued dedication to educating and empowering future leaders in sport while capturing the values, mindset, and community spirit that define its students, faculty, alumni, and stakeholders. 

The rebrand includes a modernized visual identity, refined messaging architecture, and an enhanced institutional voice—each element carefully developed to align with USSU’s mission, heritage, and future trajectory. The initiative emphasizes the university’s unique position as a sport-dedicated academic institution, while reinforcing its commitment to excellence, innovation, and opportunity. 

A Message of Unity, Purpose, and Identity 

At the heart of the rebrand lies the theme: “We’re All Athletes Here". Representing more than a tagline, it serves as a foundational philosophy for the university community. While not every student may compete in athletics, each one is united by the mindset of an athlete: disciplined, collaborative, resilient, and goal driven. This concept highlights USSU’s belief that the lessons of sport—dedication, accountability, and teamwork—extend into all academic pathways and professional pursuits. 

“As the first and only ‘stand-alone’ sports university in the United States, we are a proud global leader designed to make an impact in the sports world. This rebranding effort is grounded in who we are and what we stand for as an institution,” said University President Dr. Steve Condon. “It speaks directly to our purpose as a university where sport is not only studied but lived. Our graduates go on to impact the world of sport in meaningful ways—as coaches, administrators, trainers, executives, and educators—and this new identity captures the shared passion that binds our community together.” 

Blending Modern Visual Identity with Institutional Legacy 

USSU’s refreshed visual system introduces a bold, clean design aesthetic while honoring the university’s legacy. The updated logo retains the institution’s core navy and white palette, now complemented by contemporary tones such as gold and Columbia blue—creating a vibrant and versatile brand expression. 

“We are incredibly grateful to the team at Push10, our stellar branding agency based out of Philadelphia, PA, for their partnership throughout this rebranding journey,” said Sophie Brooks, Marketing Coordinator at the United States Sports University. “Their strategic insight, creative vision, and deep understanding of our mission made them an ideal collaborator. From initial discovery to final design, Push10 guided us with professionalism and insight— helping to shape a brand that authentically represents who we are and where we are headed.” 

Supporting design elements—including sharp angles inspired by campus architecture and expressive textures evocative of athletic movement and brushstroke art —strengthen the brand’s connection to sport, movement, and USSU’s proud affiliation with America’s Sport Art Museum and Archives (ASAMA). A sophisticated typography system adds clarity and academic distinction across all digital, print, and environmental applications. 

Reinforcing Mission and Industry Impact 

The new brand identity reinforces USSU’s longstanding mission: to provide high-quality, sport-centered education that prepares students for impactful careers in the global sports industry. From undergraduate to doctoral, all programs are designed to blend academic rigor with practical, real-world relevance. 

“Our students come to USSU because they are passionate about sport,” said Chief Operations Officer Shealynn Miller. “Our role is to equip them with the tools, knowledge, and network to turn that passion into professional achievement. This updated brand reflects that journey and makes our identity unmistakably clear to all audiences.” 

Implementation and Next Steps 

The new brand will be implemented throughout the 2025–2026 academic year, beginning with institutional publications, admissions materials, marketing campaigns, campus signage, and a university website redesign. 

A formal unveiling of the new identity will be held in October, where students, faculty, alumni, and community members will have the opportunity to engage with the university’s dynamic new look. To explore the brand and track implementation milestones, please visit www.ussu.edu. 

Push10 is a leading branding and digital agency based in Philadelphia, specializing in strategy, design, and web development for mission-driven organizations. To learn more about their work, visit www.push10.com.