{"id":29,"date":"2024-09-06T17:41:35","date_gmt":"2024-09-06T17:41:35","guid":{"rendered":"https:\/\/keck.usc.edu\/brand\/?page_id=29"},"modified":"2024-11-07T22:33:35","modified_gmt":"2024-11-07T22:33:35","slug":"color-and-typography","status":"publish","type":"page","link":"https:\/\/keck.usc.edu\/brand\/color-and-typography\/","title":{"rendered":"Color, Typography and Social"},"content":{"rendered":"\n\n\n\n\n  \n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--hero-primary horizontal-navigation\"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--hero-primary\"\n    \n      >\n\n    \n  \n  <div class=\"inner-wrapper has-horizontal-nav\">\n\n          <div class=\"title-wrapper\">\n\n                  <div class=\"eyebrow-container\">\n                              \n<div class=\"f--field f--eyebrow\">\n\n    \n  <a href=\"https:\/\/keck.usc.edu\/brand\/\"  aria-label=\"Read more about Brand and Visual Identity\">Brand and Visual Identity<\/a>\n\n\n\n<\/div>\n                      <\/div>\n        \n                      \n<div class=\"f--field f--page-title has-stripe\">\n\n    \n  <h1>Color, Typography and Social<\/h1>\n\n\n<\/div>\n        \n              <\/div>\n    \n              \n<div class=\"f--field f--link eyebrow-link\">\n\n    \n    \n  \n<a\n  class=\"link \"\n  href=\"https:\/\/keck.usc.edu\/about\"\n    aria-label=\"Read&#x20;more&#x20;about&#x20;About&#x20;Us\">\n        About Us\n    <\/a>\n\n\n<\/div>\n    \n    \n      \n              <div class=\"horizontal-nav\">\n                      <div class=\"horizontal-menu-container\">\n              <button class=\"expand-menu\">\n                                  In This Section\n                                <svg class=\"menu\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" x=\"0px\"\n                  y=\"0px\" viewBox=\"0 0 35 35\" enable-background=\"new 0 0 35 35\" xml:space=\"preserve\">\n                  <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" fill=\"#000\" d=\"M4,23h3v3H4V23z M4,16h3v3H4V16z M10,23\n                  h21v3H10V23z M10,16h21v3H10V16z M10,9h21v3H10V9z M4,9h3v3H4V9z\"\/>\n                <\/svg>\n\n                <svg class=\"close\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" x=\"0px\" y=\"0px\"\n                  viewBox=\"0 0 35 35\" enable-background=\"new 0 0 35 35\" xml:space=\"preserve\">\n                  <polygon fill=\"#000\" fill-rule=\"evenodd\" clip-rule=\"evenodd\" points=\"26,10.4 24.6,9 17.5,16.1 10.4,9 9,10.4 16.1,17.5\n                  9,24.6 10.4,26 17.5,18.9 24.6,26 26,24.6 18.9,17.5 \"\/>\n                <\/svg>\n              <\/button>\n\n              <nav\n  class=\"mc--menu mc--\"\n  >\n  <ul class=\"m--menu m--\">\n    \n    \n      <li class=\" menu-item menu-item-type-post_type menu-item-object-page menu-item-64\">\n      <a href=\"https:\/\/keck.usc.edu\/brand\/igniting-discovery\/\" >Igniting Discovery<\/a>\n  \n  \n<\/li>\n\n    \n      <li class=\" menu-item menu-item-type-post_type menu-item-object-page menu-item-30\">\n      <a href=\"https:\/\/keck.usc.edu\/brand\/color-and-typography\/\" >Color, Typography and Social<\/a>\n  \n  \n<\/li>\n\n    \n      <li class=\" menu-item menu-item-type-post_type menu-item-object-page menu-item-47\">\n      <a href=\"https:\/\/keck.usc.edu\/brand\/email-signature\/\" >Downloads and Templates<\/a>\n  \n  \n<\/li>\n\n    \n      <li class=\" menu-item menu-item-type-post_type menu-item-object-page menu-item-75\">\n      <a href=\"https:\/\/keck.usc.edu\/brand\/contact\/\" >Contact<\/a>\n  \n  \n<\/li>\n\n    \n      <\/ul><!-- m--menu -->\n<\/nav>\n\n            <\/div>\n                  <\/div>\n        <\/div>\n\n\n  <\/div><\/div>\n\n\n\n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--rich-text white\"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--rich-text\"\n    \n      >\n\n    \n  <div class=\"inner-wrapper\">\n        \n<div class=\"f--field f--wysiwyg\">\n\n    \n  <p>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.<\/p>\n<p>More color information, including secondary and tertiary color options, can be found at <a href=\"https:\/\/identity.usc.edu\/identity\/color\/\" target=\"_blank\" rel=\"noopener\">the USC Identity website<\/a>.<\/p>\n<h2>Primary Colors<\/h2>\n<table style=\"border-collapse: collapse; width: 100%;\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-39 size-medium\" src=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/crimsn-square-300x300.jpg\" alt=\"crimson square\" width=\"300\" height=\"300\" srcset=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/crimsn-square-300x300.jpg 300w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/crimsn-square-150x150.jpg 150w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/crimsn-square-320x320.jpg 320w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/crimsn-square.jpg 650w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/td>\n<td style=\"width: 50%;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-40 size-medium\" src=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/gold-square-300x300.jpg\" alt=\"gold square\" width=\"300\" height=\"300\" srcset=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/gold-square-300x300.jpg 300w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/gold-square-150x150.jpg 150w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/gold-square-320x320.jpg 320w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/gold-square.jpg 645w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 50%;\">\n<p class=\"cb-h3\"><strong>USC Cardinal<\/strong><\/p>\n<ul class=\"cb-list wp-block-list\">\n<li>PMS 201 C<\/li>\n<li>C\u00a07 |\u00a0M\u00a0100 |\u00a0Y\u00a065 |\u00a0K\u00a032<\/li>\n<li>R\u00a0153 |\u00a0G\u00a027 |\u00a0B\u00a030<\/li>\n<li>HEX #990000<\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 50%;\">\n<p class=\"cb-h3\"><strong>USC Gold<\/strong><\/p>\n<ul class=\"cb-list wp-block-list\">\n<li>PMS 123 C<\/li>\n<li>C\u00a00 |\u00a0M\u00a027 |\u00a0Y\u00a0100 |\u00a0K\u00a00<\/li>\n<li>R\u00a0255 |\u00a0G\u00a0204 |\u00a0B\u00a00<\/li>\n<li>HEX #FFCC00<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2>Typography<\/h2>\n<p>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\u2019s identity. Use the links below to purchase licenses for these approved university typefaces.<\/p>\n<p>Examples of each typeface and links to file downloads can be found at <a href=\"https:\/\/identity.usc.edu\/identity\/typography\/\" target=\"_blank\" rel=\"noopener\">the USC Identity website<\/a>.<\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-29-1\" width=\"1920\" height=\"1280\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/Identity_Site_Typography_1280x720_02.mp4?_=1\" \/><a href=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/Identity_Site_Typography_1280x720_02.mp4\">https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/09\/Identity_Site_Typography_1280x720_02.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<h2>Updated Keck School of Medicine Social Media Identity<\/h2>\n<p>To address current challenges with social media account branding, we suggest the below options to achieve the following goals:<\/p>\n<ul>\n<li>Update our visual identity to align with our upcoming tagline launch<\/li>\n<li>Create a visual differentiator between Keck School of Medicine social accounts and Keck Medicine of USC social accounts<\/li>\n<li>Create a unified look and naming structure for school departments, programs, and institutes<\/li>\n<li>Create a unified look and naming structure for shared programs with LA General Medical Center<\/li>\n<\/ul>\n<p>For all official Keck School of Medicine of USC accounts profile pictures use Source Sans 3 VF Semi-bold font and the following structure:<\/p>\n<p>Use the gold background with Keck School text in black and USC text in cardinal.<br \/>\n&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-95 size-large\" src=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/YELLOW-1-1024x554.jpg\" alt=\"YELLOW GRAPHIC\" width=\"1024\" height=\"554\" srcset=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/YELLOW-1-1024x554.jpg 1024w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/YELLOW-1-300x162.jpg 300w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/YELLOW-1-768x416.jpg 768w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/YELLOW-1.jpg 1096w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>For all official Keck School of Medicine of USC departments, institutes, and programs:<\/p>\n<ul>\n<li>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.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-96 size-large\" src=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RADIOLOGY-1024x560.jpg\" alt=\"RADIOLOGY GRAPHIC\" width=\"1024\" height=\"560\" srcset=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RADIOLOGY-1024x560.jpg 1024w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RADIOLOGY-300x164.jpg 300w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RADIOLOGY-768x420.jpg 768w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RADIOLOGY.jpg 1089w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>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 \u201cresidency\u201d or \u201cfellowship\u201d with handles and titles representing the full name of the program as much as possible.<br \/>\n&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-93 size-large\" src=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RED-1024x549.jpg\" alt=\"GRAPHIC\" width=\"1024\" height=\"549\" srcset=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RED-1024x549.jpg 1024w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RED-300x161.jpg 300w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RED-768x411.jpg 768w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/RED.jpg 1049w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>For all official Keck School of Medicine of USC programs shared with Keck Medicine of USC\u00a0 use the white background, cardinal USC, and black text, with handles and titles representing the full name of the program as much as possible.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-97 size-large\" src=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/NORRIS-1024x653.jpg\" alt=\"NORRIS GRAPHIC\n\" width=\"1024\" height=\"653\" srcset=\"https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/NORRIS-1024x653.jpg 1024w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/NORRIS-300x191.jpg 300w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/NORRIS-768x489.jpg 768w, https:\/\/keck.usc.edu\/brand\/wp-content\/uploads\/sites\/161\/2024\/11\/NORRIS.jpg 1075w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<br \/>\nTo request a .png for your area or department, please contact <a href=\"mailto:laura.nickerson@usc.edu\">laura.nickerson@usc.edu<\/a>.<\/p>\n\n\n\n<\/div>\n  <\/div>\n\n\n  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