The University of Southern California, established in 1868, is one of the most well-known and reputable research and educational systems in the United States, which is composed of ten campuses, located all over California state. Today the university has almost 300 thousand students and more than 50 thousand graduates.
The visual identity of the University of Southern California is a tribute to its historic roots and heritage, as everything in its rounded emblem and a classy elegant logo-type is timeless and traditional in the best meanings of these words.
The University of Southern California (USC) logo of 1994 features a classic and formal design. At the top, the letters “USC” are prominently displayed in a bold, serif typeface, immediately conveying the university’s identity. Below “USC,” the words “UNIVERSITY OF SOUTHERN CALIFORNIA” are stacked in descending order, each line centred and using a smaller serif font. Two thin horizontal lines appear above and below the “USC” and also above and below the stacked university name, adding a subtle visual separation and framing the text. The entire logo is presented in a deep, rich USC’s cardinal red against a plain background. This design is timeless and easily recognizable, reflecting USC’s long-standing tradition and academic prestige. The logo is designed for clarity and impact, ensuring the university’s name and abbreviation are clearly communicated.
The logo of the university consists of two parts, which are usually used separately, but sometimes make up one badge. The emblem can also be split into two fragments, with its shield as a separate symbol.
The ornate University’s symbol is composed of a crest with three torches and sun on top. It is enclosed in a frame formed by a curved ribbon, where the wordmark is written in all capitals of a simple yet sophisticated serif typeface. The “1880” datemark is placed between the frame and the crest, in the upper part of the logo.
The bottom part is taken by another ribbon, with a “Palmam Qui Meruit Ferat” motto, which translates as “Let whoever earns the palm, bear it”. When placed inside the frame, the crest has two ornate roses on its sides.
The USC logotype, set in two levels, is executed in an elegant serif typeface, which is very similar to Caslon family fonts, with classic contours of the letters and distinct serifs.
The burgundy and black color palette of the logo is sometimes complemented by white and yellow shades, which add a sense of energy, loyalty, and motion to a chic and royal combination, standing for professionalism, courage, and dedication.