FAQs 2018-06-20T15:42:53+00:00


Keck Medicine of USC is a trademark that stands for quality health care, research, education, and a variety of other programs and activities. Given this diversity, it is necessary to establish a set of guidelines that position the health system’s identity under one unified set of standards.

No. The approved Keck Medicine of USC monogram and wordmark as well as Service Line/Department lock ups have been carefully and uniquely designed by identity specialists and thus must be accessed by downloading the graphics files. You may seek the advice and assistance our Marketing Communications department to use these files properly.

No. To maintain consistency throughout the health system, our graphic standards prohibit the use of any additional iconography, marks, artwork, wordmarks or logotypes outside of the approved logotypes, wordmarks.

Custom wordmarks or logotypes may be requested through University Communications when a naming gift agreement has been signed and can be produced. Creation of custom logotypes must only be done by University Communications upon approval. Please contact University Communications at identity@usc.edu for more information or to initiate the approvals process.

Logo lock ups can be created by for your program health system Communications and marketing. Please email identity@med.usc.edu to request a logo lock up for your program. To learn more about logo lockups, please go to this link.

The University seal is the primary academic mark and is used for formal applications such as gala invitations and legally sanctioned or official documents such as diplomas and certificates of merit. For the health system, the University shield may be used as a graphic element only – it must not be placed next to any logotype or wordmark.

USC and Keck Medicine of USC do not permit acronyms or the use of “&” in logotypes and requires programs to use full, official names. In accordance with the university’s editorial style, acronyms may only be used within messaging, narrative and boilerplate text. For example, the following is allowed: “the USC Annenberg Innovation Lab (AnnLab) is a curious, creative and committed think tank helping media and technology work for humans.” But an official logotype would include the full name of the program.

Licensing restrictions prevent us from distributing the typefaces for free. Visit identity.usc.edu/print/typefaces for information on purchasing licenses of Adobe Caslon Pro and National.

The University of Southern California is the copyright owner by origination or assignment of any representation of a USC or Keck Medicine of USC mark. Please contact USC Trademarks and Licensing if you have further questions about ownership of copyrights.

The guidelines of the health system’s graphic standards do not permit co-branded logo lock-ups. When using the Keck Medicine of USC logo near another logo or graphic, the area of isolation, or minimum required clear space surrounding the mark, should be half the logotype’s height on all sides. Do not allow any other graphic elements to impede this area of isolation. Please email identity@med.usc.edu if you have any questions about logo usage or co-branding guidelines.

The university and health system’s approved stationery vendor – Corporate Graphics International – has all of the approved graphic assets for the Graphic Identity Program. For more information about ordering stationery, visit: identity.usc.edu/stationery.

University and health system policy prohibits external entities, including vendors, from using the health system logo(s) on their company websites or other promotional materials. As an alternative, the health system permits “Keck Medicine of USC” to be used in plain text as part of a client list. Please contact USC Trademarks and Licensing if you have further questions about logo usage on an external website.