Color, Typography and Social

The official colors of USC and the Keck School of Medicine of USC are USC Cardinal and USC Gold. Each color is equal in importance in identifying the university. The official brand colors are a powerful and essential brand element that create a consistent identity across all communications and applications. They are not an arbitrary choice. Because these colors communicate identity they are protected by trademark law.

More color information, including secondary and tertiary color options, can be found at the USC Identity website.

Primary Colors

USC Cardinal PMS 201 C C 7 | M 100 | Y 65 | K 32 R 153 | G 27 | B 30 HEX #990000	USC Gold PMS 123 C C 0 | M 27 | Y 100 | K 0 R 255 | G 204 | B 0 HEX #FFCC00

Typography

The USC identity consists of a serif typeface, Adobe Caslon Pro and a san serif typeface, National 2. Each typeface offers a wide range of weights, allowing for small and digital use without degradation and each expresses the classic, academic and collegiate qualities of the USC brand. Uniform and correct use of these official typefaces helps reinforce the university’s identity. Use the links below to purchase licenses for these approved university typefaces.

Examples of each typeface and links to file downloads can be found at the USC Identity website.

Updated Keck School of Medicine Social Media Identity

To address current challenges with social media account branding, we suggest the below options to achieve the following goals:

• Update our visual identity to align with our upcoming tagline launch
• Create a visual differentiator between Keck School of Medicine social accounts and Keck Medicine of USC social accounts
• Create a unified look and naming structure for school departments, programs, and institutes
• Create a unified look and naming structure for shared programs with LA General Medical Center

For all official Keck School of Medicine of USC accounts profile pictures use Source Sans 3 VF Semi-bold font and the following structure:

Use the gold background with Keck School text in black and USC text in cardinal.
 

For all official Keck School of Medicine of USC departments, institutes, and programs:

• Use the gold background, cardinal USC text, black Keck School, and italicized black department name with abbreviated or shortened school/program/institute, with Keck School schools/program/institutes handles and titles representing the full name of the program as much as possible.

For all official Keck School of Medicine of USC residency or fellowships use cardinal background, gold USC and Keck School and in white italics either “residency” or “fellowship” with handles and titles representing the full name of the program as much as possible.
 

For all official Keck School of Medicine of USC programs shared with Keck Medicine of USC  use the white background, cardinal USC, and black text, with handles and titles representing the full name of the program as much as possible.

 
To request a .png for your area or department, please contact [email protected].