The University of Southern California (USC) is a private research institution based in Los Angeles, California. Founded in 1880, it is one of California's oldest private research institutions. The University of Southern California is well-known for its concentration on research, innovation, and academic quality.
The University of Southern California logo has a shield depicting the sun beaming over the Pacific Ocean's waves and the university's wordmark. The university's shield was modified for digital media, replacing its old academic crest.
The University of Southern California Logo serves as the visual backbone of the brand’s identity, reflecting the brand’s core values, mission, and ambition in a single, bold symbol. The design components, such as lines and composition, convey trust, dependability, and progressive qualities, and the color palette represents key brand attributes such as sustainability, growth, and authenticity.
