About the USC Graphic Identity Program

The USC Logo and various other "marks" have been specifically designed to convey the unique qualities of the University of Southern California. Along with the official university colors and recommended typefaces, these graphic elements create awareness, recognition and loyalty in the USC brand. These marks are the exclusive property of USC, and their use is protected by law.

The USC Graphic Identity Program grew out of a study commissioned by the Board of Trustees in 1994. They recognized that the university’s graphic identity had become confused and unfocused. President Steven B. Sample wrote at the time, that "we have forfeited the synergy that comes from building recognition from a strong central identity; have failed to realize the profits from marketing revenue that go to universities that have a more disciplined approach; and have been unable to develop our name recognition internationally as fully as we might."

The basic system was developed by one of the world's foremost graphic identity consulting firms, Bass Yager and Associates, after extensive consultation with faculty, students, deans and directors, vice presidents, alumni and trustees. It was formally adopted by the Board of Trustees in 1995 and introduced to the campuses in January 1996.