New graphic aims to streamline USC identity

The university recently launched a new graphic identity to promote a stronger, more unified image across the campus community. This change comes about with the expansion of USC entities as well as a push for a more explicit, streamlined logo and iconography.

The new look, which involves a redesigned logo and monogram as well as new typefaces, will now incorporate a shield logo as a main part of the schematic. The shield, which is a part of USC’s university seal, is meant to parallel the graphics of many top-caliber universities.

“This is an important time for USC to signal its continued evolution and ascent,” said vice president of public relations and marketing Brenda Maceo. “With a new administration, the launch of a historic fundraising campaign and a new strategic vision, we need to strengthen and align our graphic identity to reflect the high caliber of our students, faculty, academic units and programs.”

In order to maintain consistency, the university has adopted a policy prohibiting any additional iconography outside the new university shield, seal or Trojan head. This attempt at redesigning the USC identity will replace the previous USC logos, which were in place for more than 16 years.

USC teamed up with renowned design firm Pentagram to come up with the new “identity guidelines,” including selecting primary logotype fonts such as Adobe Caslon Pro, National and Frutiger. Each of USC’s academic units will receive a new logotype, which will soon be visible on all media.

The new graphic identity guidelines will soon be visible all over campus and in various publications and websites. Community members should note that there are strictly enforced guidelines surrounding the new graphic identity, including color combination requirements, alignment requirements and logo combinations.