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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.
Learn About Our Brand
The elements that make up our brand
Download Brand Assets
Logos, fact sheets, presentations, electronic stationery, maps, etc.
Submit a Project Request
Submit design and logo requests
Creative Request Form | Editorial Style Guide | Media Relations | New Physician Marketing
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.
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:
Keck Medicine of USC Cardinal
PMS (Pantone) 201 C C7 | M100 | Y65 | K32 R153 | G27 | B30 HEX #990000
Keck Medicine of USC Gold
PMS (Pantone) 123 C C0 | M27 | Y100 | K0 R255 | G204 | B0 HEX #FFCC00
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.
Black C0 | M0 | Y0 | K100 R0 | G0 | B0 HEX #0000000
White C0 | M0 | Y0 | K100 R0 | G0 | B0 HEX #FFFFFFF
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.
PMS 474 C C 3 | M 24 | Y 33 | K 0 R 242 | G 198 | B 167 HEX #F2C6A7
PMS 709 C C 0 | M 77 | Y 37 | K 0 R 242 | G 97 | B 120 HEX #F26178
PMS 7685 C C 92 | M 73 | Y 11 | K 1 R 43 | G 85 | B 151 HEX #2B5597
PMS 582 C C 46 | M 33 | Y 100 | K 9 R 144 | G 140 | B 19 HEX #908C13
PMS 107 C C 3 | M 7 | Y 95 | K 0 R 253 | G 224 | B 33 HEX #FDE021
PMS 380 C C 18 | M 0 | Y 87 | K 0 R 218 | G 227 | B 67 HEX #DAE343
PMS 1495 C C 0 | M 54 | Y 95 | K 0 R 255 | G 144 | B 21 HEX #FF9015
PMS 179 C C 4 | M 91 | Y 91 | K 0 R 228 | G 61 | B 48 HEX #E43D30
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.
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.
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.
Download
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
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