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Identity Guide: Logos


The symbolic elements of our logo relate to the heritage and statewide impact of the eight-campus system of the University of South Carolina. The gates represent the opportunities provided by higher education and are a direct architectural link to the original campus Horseshoe. The tree represents knowledge and stability. What's more, the palmetto is an obvious tie to the state of South Carolina and underscores our position as the state's flagship institution with locations throughout the state. The use of the 1801 founding date emphasizes a proud heritage as we continue in our third century of service.

NOTE: It is critical that the university logo be used properly and within accepted guidelines. It must always be reproduced with its original proportions and should never be stretched or distorted. Private vendors wishing to use these logos on saleable merchandise must contact Collegiate Licensing for rights and terms of use.

Why is using the logo important?

The academic marketplace is highly competitive. In order for the University of South Carolina Beaufort to compete successfully for students, faculty and support, we must build a strong identity that distinguishes us from other institutions and projects our stature as being an integral part of South Carolina's flagship and major comprehensive university. The University of South Carolina has distinctive attributes. USC is genuine, confident, and friendly. USC is vibrant, ambitious, and committed. When used appropriately, the university logo graphically represents these characteristics in a clear and consistent manner. In addition, its use builds brand awareness and brand equity.

Who should use the logo standards?

All administrative, academic, research and student service units of the University of South Carolina Beaufort must follow these graphic guidelines. These standards apply to all external and internal communications, including brochures, catalogs, advertising, websites, email, mobile applications, as well as broadcast and recorded media. They apply to grant proposals, PowerPoint presentations, policy statements, posters, banners, stationery, and invitations to name a few examples. Private vendors wishing to use the logo on saleable merchandise must contact Collegiate Licensing for rights and terms of use.

General rules of usage

The approved university logo should be used conspicuously on all university communications, preferably on the front cover of the printed materials, on all pages of websites and opening and closing frames of all video and broadcast spots. The university logo is a registered trademark and cannot be altered in any way. The logo must always be reproduced using an official electronic file. It should not be redrawn or reset in different fonts. The proportions and spacing of the logo must remain constant and file images should not be stretched or distorted.

More to come!

We are in the process of updating this portion of the toolbox to simplify the guidelines for correct logo usage while providing a one-stop shop for downloading logos in the preferred file formats (e.g., EPS, PDF, and PNG). Please stay tuned, and thank you for your patience.

In the meantime, if you need immediate assistance, please contact the Office of Marketing and Communications—we will do our best to help you!