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USC’s graphic identity is a system of coordinated design elements – graphics, colors, and typography – that serve as the university’s visual signature. The identity was updated in November 2011, making several notable changes:
- Introduced the shield as the primary identity mark of the university, with the seal (from which the shield is taken) used in more formal applications.
- Refined and clarified the use of typography, selecting Adobe Caslon Pro and National as official typefaces.
- Introduced matching logotypes for USC academic schools and other subunits, which make their connection to the university visible and reinforce USC’s overall image.
The guidelines on this site are offered to encourage consistent, effective use of the graphic identity across various media and applications.