University Branding
Usage of the University of Southern California Logotype
Below are examples of both the university’s primary and formal logotypes. In most cases, these are approved for use by the university only, however they may be approved for use by the medical enterprise in limited applications.
The university seal is the imprimatur of the University of Southern California. It should be used in the most formal academic applications and expressions of identity, as a stand-alone graphic element or in conjunction with the primary wordmark and/or monogram.
The university shield is the primary identifier of the University of Southern California. It should be used in most applications and expressions of identity, as a stand-alone graphic element or in conjunction with the primary wordmark and/or monogram. In limited applications in which the shield is used as a stand-alone graphic element, it may be cropped.
The University Seal or Shield may be never be attached or “locked up” to any Keck Medicine of USC logotype. The shield may be used as a stand-alone graphic element, in limited applications.
Incorrect Shield Usage.
Spirit and Athletic Marks
Athletic marks, including the SC interlock, are reserved for use by the Athletic Department only.
Band marks, including the band Trojan head, are reserved for use by the Trojan Marching Band only.
These elements are not approved for use on Keck Medicine of USC medical enterprise promotional merchandise, marketing materials or digital communications. Exceptions are made for officially recognized student organizations (see promotional items section.)
Athletic Marks
Spirit Marks
Use of “Fight On”
The use of the “Fight On” tagline is for Athletics and spirit-related purposes only and is not approved for use by the medical enterprise. This is a mandate that was put in place in 2010/2011 by senior administration, USC Athletics and Trademarks and Licensing Services.
