One website. All of your branding questions, answered.
Welcome to Brand Central for Keck Medicine of USC
Keck Medicine of USC’s graphic identity is a system of coordinated design elements — graphics, colors, and typography — that serve as the health system’s visual signature. The guidelines within this site were created to encourage consistent, effective use of our graphic identity across all applications.
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Quick Resources:
Creative Request Form | Editorial Style Guide |
Media Relations | New Physician Marketing
About Us
Keck Medicine of USC’s brand identity both connects us to and distinguishes us from the university. Applying our logos, colors, typography and photos reinforces our visual brand and helps the community recognize us and what we stand for. Adhering to and applying these brand standards helps us convey a cohesive message to patients, staff and our community.
For more information about Keck Medicine and our brand, watch the video below.
Colors
Keck Medicine of USC’s official colors are Pantone 201C (Cardinal) and Pantone 123C (Gold) — the same as the university. These colors are one of our most prominent assets and using them in combination, in the correct formula, reinforces our visual brand.
Our cardinal and gold can be replicated using precise PMS, CMYK, RGB and HEX formulas to create consistent colors across all mediums and channels.
When choosing which formula to use, consider your project:
- For print projects: Use PMS or CMYK
- For digital and web projects: Use RGB and HEX
Secondary color palette
Black and white may be used in tandem with Cardinal and Gold but are not meant to replace either color. To ensure that tints of black meet ADA compliance guidelines, please restrict tints to 30% for use on black and 70% for use on white.
Tertiary color palette
The tertiary colors below may be used with cardinal and gold, but not by themselves. Please restrict usage to accent colors and graphic elements.
Approved Color Combinations
To reinforce a uniform brand identity, and to comply with ADA compliance, only the following color combinations are approved.
Unapproved Color Combinations
The following color combinations are hard to read and do not comply with ADA standards.
Typography
Keck Medicine of USC utilizes the same fonts as the university: Adobe Caslon Pro for serif and National 2 for sans serif. Correct use of these fonts reinforces our visual brand and gives uniformity to your communications.
Adobe Caslon Pro
USC’s Adobe Creative Cloud subscription plan allows you access to the Adobe Caslon Pro font. Please note: The Adobe Fonts service included with Creative Cloud does not allow you to embed the fonts within mobile or desktop applications. This requires an appropriate license to be purchased directly from the foundry or one of their authorized resellers.
National 2
As of February 2024, the University has obtained an enterprise license for the National 2 font from the Klim Type Foundry. Please note that the condensed, narrow and compressed versions of the font are not considered part of our brand identity.
For digital font substitutions of National 2, please use Source Sans 3.
How to Download
- Click on the link to download the logotype or mark.
- You will then be prompted to sign-in to continue to the USC Google Drive.
- Enter your USC email account (i.e.), @usc.edu.
- You will then be prompted to login with your USC NetID (username) and password on USC Shibboleth.
- Please note: Using your Gmail or other external email accounts, will not allow you to access the system to download files. You must have a usc.edu email account and use your USC NetID login to access the system.
If you are logged into your Gmail account, you will not be able to download a file. Please make sure you are logged into your usc.edu account.
