The USC Viterbi brand consists of four basic components. The thoughtful, consistent use of these components provides the foundation upon which the USC Viterbi brand is based. NEVER RECREATE ANY OF THESE ELEMENTS YOURSELF, even if you believe you can reproduce them faithfully.

 

 

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The primary identifying component is the Signature. The Signature is specially created to make a bold and sophisticated impression upon the viewer. This Signature is used on all communications, often in conjunction with the Mark. See the Signature acceptable usage guidelines.   Learn More >>

The secondary component is the Mark. The bold V letterform breaking out of the circular shape conveys the dynamic and boundless nature of the USC Viterbi School of Engineering’s academic excellence and research capabilities. The Mark must never be used in place of the Signature but may be used alone in cases such as on an interior or secondary page. See the Mark acceptable usage guidelines.   Learn More >>

 

The USC Viterbi School Logo

 

The USC Viterbi School logo is the official university logo for the school and may be used instead of the Signature.  However, it is generally not used with the Mark because when the Mark is used, it must always be accompanied by the Signature. Please follow USC's guidelines on the proper use of this logo.  Learn More >>

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Another essential component of the identity system is the USC logo. It is a mandatory element on all communications. All color variations of the USC logo should include one of the university’s colors: USC Cardinal or USC Gold. See the USC Graphic Identity Program for further guidelines for proper and improper usage of this logo. The university logo and standards may be found at the USC Identity Site.    Learn More >>

 

 

USC identity standards recommend the use of two typefaces: Caslon 540 and the Frutiger family. The templates available in the Visual Identity System use these fonts, which are available for purchase for both Mac and PC platforms at http://store.adobe.com/type/. While both typefaces may be used, the Viterbi identity is primarily based upon the Frutiger family. It is recommended that Frutiger Bold be used for all headlines and titles, Frutiger Roman be used for subheads and descriptive copy, and Frutiger Light be used for all body copy. Caslon 540 may be used for body or secondary copy but should never be used for headlines, titles or other primary text. The body copy of publications (newsletters and brochures) may alternately be set in another serif typeface, such as Times Roman or Adobe Caslon. Text may overprint photos as well as the Mark; however, care should be taken to ensure readability.