University of Southern California

USC Identity Guidelines

Merchandise Guidelines

Use of USC trademarks must be consistent with university graphic identity standards. Consistent use is important for the legal protection of the marks and to promote a consistent brand message.

Campus Community

The Office of Trademarks & Licensing Services (TLS) serves as the clearinghouse for use of USC marks in the creation of consumer products, including promotional items. TLS also serves as the contact point for department trademark registration requests and inquiries.

General Guidelines

Campus organizations and recognized student groups are required to use authorized licensed vendors when designing consumer products, including promotional items (giveaway items) that include USC trademarks or word marks. Please see the listing of promotional product licensees at:

Campus Departments

Please follow university graphic identity standards as it relates to your individual campus department, school or other organization. Campus departments are to use the university’s academic marks.

Student Organizations & Club Sports

Student organizations formally recognized by the Office of Student Affairs are able to use select USC word marks and “spirit” marks in conjunction with the organization name and design of promotional products.

Club sports teams recognized by USC Rec Sports are authorized to utilize select USC word marks and “spirit” marks in conjunction with team names, uniform designs and creation of promotional products.


Below are examples of the approved USC spirit marks. To request the use of these marks, or for questions pertaining to the Trojan Head, other spirit marks, athletic marks, and merchandise or promotional items, e-mail Trademarks and Licensing Services at or visit for more information.

Athletic Marks

Spirit Marks


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