Logos 2019-09-06T23:02:10+00:00


Our formal logo with tagline represents the medical enterprise as a whole. The Keck Medicine of USC wordmark paired with our tagline comprises the signature. The relationship between these two elements must not be manipulated in any fashion. Our logo is our strongest visual element. Consistency is important in order for it to remain prominent and continue to build upon our heritage.

Do not attempt to recreate these elements in any way, use approved artwork only.

Formal Logotype


The Keck Medicine of USC logotype WITH the tagline is referred to as our formal logotype.

When to use the formal logotype:
Our tagline “BEYOND EXCEPTIONAL MEDICINE” communicates the essence of our brand.  Because of this, the formal logotype is most appropriately used on communication materials with a promotional or marketing intent. In general, the tagline should appear on an element only once.  However, in certain multi-page applications (such as PowerPoint presentations) it is permissible to use the tagline more than once.

Incorrect tagline usage
The tagline must never be paired with any other hospital entity or satellite brand logo. It may, however, be used as an independent graphic element on communication for any of these groups.


Informal Logotype


The Keck Medicine of USC logotype WITHOUT the tagline is referred to as our Informal Logotype. When to use the informal logotype: The informal logotype is most appropriately used on materials whose purpose is purely transactional or distributed internally, such as bills or contracts, or internal communications pieces.

These logotypes have been created for each of Keck Medicine of USC’s units as part of the university identity system. Only University Communications has the authority to create these logotypes. Do not attempt to recreate them on your own. To request a download password for logotypes, please email identity@med.usc.edu.



Program and Service Line Lockups

The logo lockup consists of the official wordmark of the governing entity with the program or service line name typeset below in our official sans serif font, National bold.

Samples of Correct Lockups




K Height Unit of Measure


The K-height unit of measure will be used throughout these guidelines to define space requirements around the Keck Medicine of USC wordmark. The K-height unit of measure will be represented by a grey square that is defined by the overall height of the logomark’s letter “K”.

Rule of Clear Space

The legibility and distinction of the Keck Medicine of USC logotype is very important. To ensure that the logotype is highly visible, always separate it from its surroundings. This area of isolation or minimum required clear space, surrounding all logotypes should be half the logotype’s height on all sides as shown below. Do not allow any other graphic elements to penetrate this area of isolation.


Additional official logotypes

The logotypes below have been created for these Keck Medicine of USC hospitals and sub-units as part of the university identity system. Approved logotypes are created by University Communications when a naming gift agreement is signed.

Attempting to recreate these logotypes with your sub-unit, department or service line name is a violation of university and medical enterprise graphic standards.


Medical school Logo

Hospital logos






Other logos




Formal versions of some logotypes include “Keck Medicine of USC” typeset under the main logotype to reinforce the relationship with the medical enterprise. This is referred to as the Keck identifier.

Incorrect Logos

The Keck Medicine of USC wordmark should not be recreated or altered in any way, such as extending, condensing, outlining, adding borders, special effects or drop shadows, or attaching other icons. These are a few examples of incorrect usage:

Size Usage Limitations

To maintain legibility of the tagline, one-line configuration (as determined by the width of the tagline, Beyond Exceptional Medicine) should not be sized smaller than 1 inch in width. No maximum use restriction.

One-line configuration (preferred treatment)

Two-line configuration

Three-line configuration