USC Logo PNG
The University of Southern California logo contains an element from the seal: a large coat of arms adorned with three burning torches against the rising sun. The light should not be taken literally—it is rather the light of knowledge that students receive. The sun rising on the horizon symbolizes the beginning of something new.
University of Southern California: Brand overview
| Founded: | October 6, 1880 |
| Headquarters: | Los Angeles, California, United States |
| Website: | usc.edu |
Meaning and History
Antivirus software, IP telephony, digital image compression, and DNA computing – were all invented within the walls of the University of Southern California. The main mission of the educational institution is research. For these purposes, he has opened several dozen schools that cover different areas. A common identity system unites them. It dates back to the 1880s when the newly created university needed insignia.
USC uses a round seal featuring a shield and three torches for official documents. These elements were not present in the original version: they were replaced by a palm tree (symbol of victory) and a scroll with the year the university was founded. The first seal was developed in 1884 because the graduation class of three was to receive diplomas.
What is the University of Southern California (USC)?
This distinguished private research university in the heart of Los Angeles is known for its business, engineering, communications, and film programs. The university includes 23 schools: the Thornton School of Music, the Annenberg School for Communication and Journalism, the Marshall School of Business, and the internationally recognized School of Cinematic Arts. One of the institution’s unique features is its close connections with California’s tech sector and the Hollywood entertainment industry. The university’s athletic traditions are reinforced by numerous national championships won by the Trojan teams and the Trojan Warrior mascot on a white horse named Traveler, which has become a symbol of school spirit.
A new variant appeared in 1908. Jesse Ray Miller added a triangular shield inside the ring and a band with the words “PALMAM QUI MERUIT FERAT” written on it. This is the university’s Latin motto, which is still used today and is translated as “Let whoever earns the palm bear it.” The shield showed three burning torches and a setting sun. At the bottom of the ring were California poppy flowers.
The same elements are present in a modern print, but they are arranged in a different order. The poppies are connected to the shield, the motto is pushed down, and the ring consists of two scrolls. The design changed in 1948 when the USC Board of Trustees decided to renew the school’s identity once again.
University of Southern California (USC): Interesting Facts
The University of Southern California (USC), founded in 1880 in Los Angeles, stands among California’s oldest private research universities. Known for its academic excellence, vibrant student life, and contributions to research and arts.
- Founding: USC was started by a diverse group, including a judge, a banker, and a pharmacist. Its beginnings highlight its community-based, non-religious origins, setting a foundation for its broad educational approach.
- Trojan Mascot: The Trojan, symbolizing the skill and bravery of ancient Greek warriors, represents USC’s spirit. The motto “Fight On” captures the university’s emphasis on perseverance in academics, sports, and student activities.
- Pioneering Film School: Established in 1929, the USC School of Cinematic Arts is the oldest in the U.S., boasting alumni like George Lucas and Ron Howard, who have significantly impacted the film and TV industry.
- Olympic Achievements: USC athletes have excelled at the Olympics, winning over 300 medals. If USC were a country, it would rank highly in Olympic medal counts.
- Leading Research: Known for groundbreaking research, USC played a key role in developing the Internet and advances in virtual reality, among other fields.
- Distinguished Alumni: USC’s alumni network includes astronaut Neil Armstrong, filmmaker George Lucas, and Salesforce founder Marc Benioff, highlighting the university’s broad influence.
- Iconic Architecture: USC’s Campus Features Romanesque and modern designs. It is known for buildings like the Mudd Hall of Philosophy and the Bovard Administration Building, frequently appearing in films and TV shows.
- Dornsife Trojan Horse: A wooden Trojan Horse at the USC Dornsife College symbolizes the Trojan spirit and is a popular student gathering spot.
- Famous Marching Band: The USC Trojan Marching Band, “The Spirit of Troy,” has performed at high-profile events and with famous artists, extending its recognition beyond college sports.
- Sustainability Efforts: USC is dedicated to sustainability, with initiatives to cut carbon emissions, conserve water, and encourage sustainable transport. It also leads to environmental responsibility.
USC’s combination of academic rigor, innovative research, and a lively community cements its status as a significant institution in California and worldwide. Its ongoing contributions to education, arts, and society continue to influence the future of higher education.
Font and Colors
The California Poppy has been gracing the seal since 1908. The official USC flower represents joy, hope, and memory. The setting sun symbolizes life, and the three torches symbolize philosophy, science, and art. The shield on the emblem is the traditional distinctive mark of the university.
The motto at the bottom of the print is in National font, and the institution’s name in the ring is written using Adobe Caslon Pro. This is the backbone of USC’s official typography. Another important piece of corporate identity is the palette, which contains USC Gold (# FFC72C) and USC Cardinal (# 9D2235). This color scheme was adopted as early as 1895. It is featured on the Trojans sports team emblem, while the print is black and white.
