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Editorial style guide for Keck Medicine of USC and the Keck School of Medicine of USC
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.
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.
For more information about Keck Medicine and our brand, watch the video below.
Download brand approved assets, created by the health system’s marketing communications department. Have questions about these assets? Please reach out at identity@med.usc.edu.
Logos
Learn about and download official Health System logos
Fact Sheets
Download print-ready fact sheets for Health System entities
Presentations
Download presentation templates
Stationery
Download electronic stationery
Email Signatures
Creating custom email signatures
Maps
Download Campus Maps
Backgrounds
Download branded virtual backgrounds
Branding
Download by brand entity
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.
Creative Request Form | Editorial Style Guide |Media Relations | New Physician Marketing
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 709 C C 0 | M 77 | Y 37 | K 0 R 242 | G 97 | B 120 HEX #F26178
PMS 474 C C 3 | M 24 | Y 33 | K 0 R 242 | G 198 | B 167 HEX #F2C6A7
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
Our logo is our strongest visual element. In order for it to remain a prominent visual representation of our brand, consistency is important. These logotypes have been created for each of Keck Medicine of USC’s units as part of the university identity system. Only University Communications and Health System Marketing Communications have the authority to create these logotypes.
The logotypes below are available for download to USC faculty and staff (including student staff) with a usc.edu email account. You will be prompted to sign in with your University NET ID.
Each logo set contains an official wordmark in two or three formats: single line, 2-line or 3-line. Downloads also include instructions on which format to use, as well as approved color combinations.
The Keck Medicine of USC logotype is the official logotype for the health system and is considered its master brand.
Programs and service lines without naming gifts are given a logo lock up, consisting of the official wordmark of the governing entity with the program or service line name typeset below in our official sans serif font, National bold. These are created by the Health Sciences Communications and Marketing design team. To request a lock-up, please complete a project request form by following this link.
The legibility and distinction of the Keck Medicine of USC logotype is very important. To ensure that the logotype is highly visible, always separate it from its surroundings. This area of isolation or minimum required clear space surrounding all logotypes should be half the logotype’s height on all sides as shown below — also referred to as “K” height. Do not allow any other graphic elements to penetrate this area of isolation.
The logotypes below have been created for these Keck Medicine of USC hospitals and service lines in keeping with the university’s identity system. Approved logotypes are created by University Communications when a naming gift agreement is signed.
Keck Medicine of USC
Use this logo in communications specifically for Keck Medicine of USC and its corresponding entities.
Keck Medical Center of USC
Use this logo in communications specifically for Keck Medical Center of USC and its corresponding entities.
USC Verdugo Hills Hospital
Use this logo in communications specifically for USC Verdugo Hills Hospital.
USC Arcadia Hospital
Use this logo in communications specifically for USC Arcadia Hospital.
USC Care Medical Group
This logotype represents all of Keck Medicine of USC’s ambulatory clinics.
USC Caruso Department of Otolaryngology Head and Neck Surgery
USC Roski Eye Institute
USC Epstein Family Center for Sports Medicine
Keck Hospital of USC
Download by special request only
Request
USC Norris Cancer Hospital
See below for frequently asked questions about our logos.
No, programs and services are not approved to design their own logos. However, they can request logo lockups that pair their program or service name with the appropriate Keck Medicine logo.
You can request a logo lock up by using the Marketing Request Form.
The health system, hospitals and USC Care Medical Group are the major entities of Keck Medicine, and have their own logos. Certain programs and service lines, such as USC Roski Eye Institute and USC Norris Comprehensive Cancer Center, have their own logos thanks to receiving a donor naming gift at a significant level. See a member of the Keck Medicine of USC Advancement team with any questions.
Our resources include a library of fact sheets for many of our entities and service lines which are upated on a regular basis by our health system marketing communications department. System and hospital fact sheets in high resolution, printable PDF format are available below.
To request a fact sheet for your service line, please fill out our online request form.
Download Fact Sheets
USC Norris Comprehensive Cancer Center
Email identity@med.usc.edu to request a specific fact sheet.
Marketing fact sheets are designed to attract new patients and physician referrals, rather than to educate current patients.
Below are examples of the approved PowerPoint presentation template design for Keck Medicine of USC and its affiliates. Each template is anchored by a cardinal branding bar, containing the approved official wordmark. These powerpoint templates are for e-presentation purposes only. If you intend to hand out a hard copy of your presentation, please keep ink supply and use in mind by printing the slide show in grayscale, not color. To download a template, click below.
A standard format has a 4:3 aspect ratio. If you’re showing a PowerPoint presentation on an older projector, iPad, or tablet, you’ll need a Standard template. For all other projection types, including laptops, TV monitors, or modern projectors, you’ll need a wide screen 16:9 template.
Keck Medicine of USC Keck Medical Center of USC USC Norris Comprehensive Cancer Center USC Arcadia Hospital USC Verdugo Hills Hospital
The approved Keck Medicine of USC stationery system is aligned with the university’s official stationery and mirrors the university’s design with the inclusion of the shield as a graphic element while featuring our health system logotypes. The stationery system consists of approved designs for letterhead, envelopes and business cards which reinforce the brand and identity of the health enterprise.
Printed stationery and business cards may only be ordered from our official vendor and through a person in your unit delegated to process these types of orders. If you have any questions about the order process, please contact USC Procurement and Strategic Sourcing at purchasing@usc.edu.
Electronic Letterhead Electronic letterhead in Word format is available for certain entitles of the health enterprise. For questions please email identity@med.usc.edu.
Download Stationery
How to create a custom email signature for Microsoft Outlook Below is an example of the approved email signatures for Keck Medicine of USC and its entities.
Please note, when using Outlook in the browser: To add the signature, you’ll click the cog for Settings and find the settings for adding a signature in the Compose and Reply section.
Download Tip Sheet
Name Title Department
Keck Medicine of USC Address line 1 City, State, Zip email@med.usc.edu Tel: (323) XXX-XXXX
Click on the image below to download the most recent version of the health sciences campus map. Maps are available for individual ambulatory locations upon request by emailing identity@med.usc.edu.
Download Maps
To brighten up your virtual backgrounds, we offer a variety of designs to use with either Teams or Zoom. Click on your preferred design below to download.
