Branding and Visual Identity Guidelines

February 16, 2018

As USC Aiken competes for students, academic exposure and funding, the strength of our marketing communications is increasingly important. Consistent messaging and a unified visual identity are essential to strong, institutional marketing. Promoting consistency for the University brand has a dual purpose: It unifies the USC Aiken family, setting us all on a shared path of helping our students achieve excellence, and ensures the USC Aiken name with strength and distinction.

With that in mind, the Marketing and Communication Office has prepared a document that is intended to provide guidance to staff, faculty, students, and partners of the University of South Carolina Aiken (the university or USC Aiken) when marketing to internal and external audiences, especially prospective students and their families, as well as donors, alumni, and other current—and potential—supporters of the university. This document is presented in two parts: 1) the University Brand and 2) Visual Identity Guidelines.

Please review the branding campaign messages.  When preparing publications, letters or presentations, think about how you can adapt it to find your department or service.  What proof points can you develop for your individual area?

The most important thing we want to emphasize is the correct usage of logos and wordmarks, (listed on pages 22 to 31).  To ensure consistency across the campus, we are instituting a “print release” form. If you are planning a publication or promotional materials costing $50 or more, we ask that you submit your artwork in PDF for review PRIOR to production.

This guide is a living document and is subject to change.  It will be updated as significant changes occur.  One such change is a complete overhaul of the visual identity which is meant to help differentiate the University from other institutions in the system. An RFP to solicit a firm for developing marks for the three comprehensives has been issued with an anticipated launch for the work to commence August 1, 2018.

The branding and visual identity guide is available for viewing and download:

The print release form can be found here:

Additionally, to better support you we have posted a number of service intake forms that you can use to request the following services from Marketing and Communication. Utilizing these forms is preferable to email.

Design and Graphics:

Website Projects:


If anyone has any questions, please call James Raby at x3569.  We will be setting up meetings with various departments to go over these guidelines more in detail, and if you would like to get us on your schedule, please call us.  Thank you!

USC Aiken, a comprehensive university in the University of South Carolina system, offers undergraduate and master’s degrees to more than 3,500 students in 50 programs of study. USC Aiken is ranked the #1 public regional college in the South by U.S. News & World Report’s guide "America’s Best Colleges." The 2018 distinction marks USC Aiken’s 20th consecutive ranking among the top three in this category and its 13th time in first place.