FROM USC:
http://www.usctrojans.com/genrel/041516aaa.html
April 15, 2016
--USC ATHLETICS BRAND AND IDENTITY SYSTEM EVOLVES
LOS ANGELES--The USC Athletics brand and identity system has undergone a subtle yet modern design evolution, incorporating consistent colors, logos, lettering and numerals.
New retail merchandise that includes the updates is now available at the USC Bookstore and online at uscbookstore.com.
For the past 18 months, USC and Nike collaborated with student-athletes, coaches, administrators and alumni on this brand evolution so that all Trojan sports have a unified look.
Among the highlights:
--The SC interlock remains the primary logo and mark for USC Athletics, but the current script-face TROJANS above the SC interlock has been eliminated. However, the specific logos currently used by USC baseball (SC monogram) and track (SC shield) will continue to be used by those programs.
--A new Trojan Head logo has been designed. However, the current Trojan Head used on the football helmet will continue in use on the helmet.
--A new custom alphabet and numeral type font—based on Greek Doric architecture—is used for USC’s word marks (“USC,” “Trojans,” “Fight On”), its sport-specific logo lock-ups and other typography.
--A new ornamental Greek key pattern is available for use as trim on uniforms, gear and promotional material.
--USC’s primary colors remain Cardinal and Gold. But secondary colors of Black and White and a tertiary color of Metallic Gold have been added for occasional use.
The refreshed look will be used on the uniforms, gear, stationery and promotional material for all 21 Trojan sports.
“All great brands have a unified identity system and we are proud to introduce this evolution of the USC Athletics brand,” said USC athletic director Pat Haden. “For the first time ever, we have united all 21 of our sports under one brand umbrella so that we have a consistent look. Previously, our logos, lettering and numbering varied from sport to sport.
“We appreciate the great collaboration Nike had with our department and our constituents throughout this process. Our fans will find the updates subtle and simple while respecting our past and representing our future. We believe this evolution adds to the global strength of the USC Athletics brand.”
Although there have been several versions, an interlocking SC mark has been in use for more than 100 years. To reinforce the brand, the primary mark has been standardized, and adjustments to its geometry have been made to maintain consistent proportions and ensure visual impact. The weight has been adjusted to maintain the powerful look and visual preference of SC.
The letterforms and numerals of the new custom typography reflect the classic heavy, massive Doric style of Greek architecture by combining strong vertical strokes with custom slab serifs that mirror the ratio of Doric columns.
Cardinal and Gold have been part of the USC tradition since 1896. Used sparingly and intentionally to accentuate the primary colors, black and white now comprise the secondary color palette.
Fans can visit nike.com, usctrojans.com, the USC Bookstore or local retailers for immediate purchases or pre-sale ordering. Most retail outlets that sell USC Athletics merchandise will have products with the new branding by mid-July.
http://www.usctrojans.com/genrel/041516aaa.html
April 15, 2016
--USC ATHLETICS BRAND AND IDENTITY SYSTEM EVOLVES
LOS ANGELES--The USC Athletics brand and identity system has undergone a subtle yet modern design evolution, incorporating consistent colors, logos, lettering and numerals.
New retail merchandise that includes the updates is now available at the USC Bookstore and online at uscbookstore.com.
For the past 18 months, USC and Nike collaborated with student-athletes, coaches, administrators and alumni on this brand evolution so that all Trojan sports have a unified look.
Among the highlights:
--The SC interlock remains the primary logo and mark for USC Athletics, but the current script-face TROJANS above the SC interlock has been eliminated. However, the specific logos currently used by USC baseball (SC monogram) and track (SC shield) will continue to be used by those programs.
--A new Trojan Head logo has been designed. However, the current Trojan Head used on the football helmet will continue in use on the helmet.
--A new custom alphabet and numeral type font—based on Greek Doric architecture—is used for USC’s word marks (“USC,” “Trojans,” “Fight On”), its sport-specific logo lock-ups and other typography.
--A new ornamental Greek key pattern is available for use as trim on uniforms, gear and promotional material.
--USC’s primary colors remain Cardinal and Gold. But secondary colors of Black and White and a tertiary color of Metallic Gold have been added for occasional use.
The refreshed look will be used on the uniforms, gear, stationery and promotional material for all 21 Trojan sports.
“All great brands have a unified identity system and we are proud to introduce this evolution of the USC Athletics brand,” said USC athletic director Pat Haden. “For the first time ever, we have united all 21 of our sports under one brand umbrella so that we have a consistent look. Previously, our logos, lettering and numbering varied from sport to sport.
“We appreciate the great collaboration Nike had with our department and our constituents throughout this process. Our fans will find the updates subtle and simple while respecting our past and representing our future. We believe this evolution adds to the global strength of the USC Athletics brand.”
Although there have been several versions, an interlocking SC mark has been in use for more than 100 years. To reinforce the brand, the primary mark has been standardized, and adjustments to its geometry have been made to maintain consistent proportions and ensure visual impact. The weight has been adjusted to maintain the powerful look and visual preference of SC.
The letterforms and numerals of the new custom typography reflect the classic heavy, massive Doric style of Greek architecture by combining strong vertical strokes with custom slab serifs that mirror the ratio of Doric columns.
Cardinal and Gold have been part of the USC tradition since 1896. Used sparingly and intentionally to accentuate the primary colors, black and white now comprise the secondary color palette.
Fans can visit nike.com, usctrojans.com, the USC Bookstore or local retailers for immediate purchases or pre-sale ordering. Most retail outlets that sell USC Athletics merchandise will have products with the new branding by mid-July.
