University of Southern California brand guidelines
University of Southern California's brand guidelines outline core identity rules, athletic and spirit marks, accessibility standards, and asset access for university communications.
Homepage of the USC brand identity guidelines with quick-access cards to core identity chapters and release forms.
Marks and logotypes overview presenting academic emblems, sizing rules, contrast pairs, and download links.
Color documentation covering Cardinal and Gold, prohibited tint and shade steps, and accessibility contrast standards.
Typography page detailing Adobe Caslon Pro and National 2, restricted font weights, and download requirements.
Branded merchandise section outlining vendor ordering processes, athletic marks, and spirit graphics.
Campus signage guidelines detailing submission review requirements and contact channels.
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I spent time exploring the USC guidelines and appreciated how direct they are about governance and asset distribution. The team divides marks clearly between academic logotypes, spirit marks, and athletic emblems, backing up the rules with direct Google Drive download links and contact forms for bespoke requests. I also like how the color guidance handles accessibility: it explicitly strikes out tints of USC Cardinal and shades of USC Gold while showing passing versus failing contrast pairs. The typography section is equally clear, identifying forbidden weights of National 2 alongside recommended digital substitutes like Source Sans 3.
At a glance
- Sections
- Brand Principles · Identity · Applying the Brand · Resources · Photo Gallery
- Downloads
- Tone
- Direct, structured, and policy-focused collegiate guidelines built for campus creators and external vendors.
What I noticed
- Primary brand typefaces are Adobe Caslon Pro and National 2, with Source Sans 3 recommended as an alternative digital font.12
- Tints of USC Cardinal and shades of USC Gold are explicitly designated as unpermitted.34
- Logo asset downloads for marks such as the Shield and Monogram route to dedicated Google Drive folders.56
- Specific weights and widths of National 2, including Thin, Extra Light, Light, Extra Bold, Black, Narrow, Condensed, and Compressed, are restricted from the brand identity.7
Numbers refer to the screenshots above.
What I could not see
- Could not inspect the full contents of the Google Drive asset folders without navigating away from the documentation.
- Could not view gated font files that require a USC NetID login.
Ideas to borrow
Quick answers
What are the primary official typefaces for USC?
USC's primary typefaces are Adobe Caslon Pro and National 2, with Source Sans 3 listed as an approved digital font alternative.12
How are USC logo files distributed?
Official marks, including the Shield, Monogram, and primary logotypes, are distributed via links to external Google Drive folders.5610
Are tints of the primary USC Cardinal color allowed?
No, guidelines explicitly show with a red strike-through line that tints of USC Cardinal are not permitted.3
Reviewed on 25 September 2026. Request a correction · I built this
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