Marketing and Communications

To compete successfully for students, faculty members and support, the university has built a strong identity to distinguish us from other institutions and to project our stature as the state's flagship university. The system of logos reflects the university's established naming conventions, or nomenclature. When used appropriately, the logos graphically represent our characteristics and build brand awareness and equity.

It is essential to use official university logos properly and within established guidelines. Official logos should never be modified, altered, stretched or distorted in any way. Permission to use the University of South Carolina's athletic and spirit symbols must be approved through the university's Trademark Licensing Office. Private vendors wishing to use logos on salable merchandise must contact Collegiate Licensing for rights and terms of use.

Logos must also comply with the university's accessibility policies. Follow the guidelines for standard logo alt text when using any university logos.

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  Centered Logo

  The centered logo, featuring the tree and gates centered above the University of South Carolina wordmark, represents the university at the highest level and should be the primary mark used for all university level communications and marketing needs.

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  Horizontal Logo

  The horizontal logo includes the University of South Carolina wordmark and the tree and gates in a contained square field. This logo may be used for any university communications or marketing need when space does not allow for centered logo, or space is limited.

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  Stacked Logo

  The stacked logo also includes the University of South Carolina wordmark and the tree and gates in a contained square field. This logo should only be used in extreme cases of limited space where the centered logo or horizontal logo cannot be accommodated.

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  Unit Logos

  Columbia campus colleges and schools, university-wide centers and upper administrative units each have a unique unit logo. Unit logos include the name of the campus, college, school or center typeset above the University of South Carolina. These logos should not be re-created or modified.

 

Combining University Logos

In a multipage piece, you may use different versions of the university logo. For example, you could use the centered logo on the cover and the horizontal logo on the back page. In a single-page piece, only use one version of the logo. Do not use more than one version of the logo per page.

 

Co-branding Standards

The University of South Carolina is proud to partner with like-minded organizations. Please respect all of the university’s guidelines for logo usage as published on the brand toolbox. Additionally, when developing co-branded communications materials, please follow these guidelines as well.

1. The university’s logo should be visually equal to other co-branding partners. Consideration should be given to the size, placement, color, orientation and which version of the university logo to use.
2. If it is determined that the co-branded partners will use marks with their brand colors, as opposed to a black or white version, the appropriate garnet or garnet and black logo should be used.
3. Do not modify the university’s logo in any way.
4. The Division of Marketing must approve all co-branding materials.

 

Other Marks

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  Athletics Logo

  The university has spirit logos that are frequently used in material related to student activities, athletic teams and events. The Gamecock is the symbol for University of South Carolina athletics. The Gamecock may appear alone or in combination with the traditional Block C. Use of the Block C and Gamecock logo must be approved by the Trademark Licensing Office. 

  All athletic logos must be made accessible with alt text.

  Official Alt Text: University of South Carolina Athletics logo.

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  University of South Carolina Seal

  The university seal, which dates back to 1803, quotes the Latin poet Ovid, "Emollit Mores Nec Sinit Esse Feros," which is translated as "Learning humanizes character and does not permit it to be cruel." Beneath the words are Liberty and the goddess of wisdom, Minerva, who bears a shield decorated with the South Carolina state seal. The words and image remind us that a university education builds both intellect and character. The Latin inscription below the figures is the school name and founding year of 1801. The seal identifies formal university occasions such as commencement and board matters. You must have permission from the secretary of the Board of Trustees to use the seal.

  All logos must be made accessible with alt text.

  Official Alt Text: University of South Carolina seal.