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USC Athletics Updates Trojan Branding and Logos

Apr 15, 2016, 9:25 AM PDT
Sep 19, 2015; Los Angeles, CA, USA; General view of Southern California Trojans logo at midfield before the game against the Stanford Cardinal at Los Angeles Memorial Coliseum. Mandatory Credit: Kirby Lee-USA TODAY Sports
Sep 19, 2015; Los Angeles, CA, USA; General view of Southern California Trojans logo at midfield before the game against the Stanford Cardinal at Los Angeles Memorial Coliseum. Mandatory Credit: Kirby Lee-USA TODAY Sports
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USC athletics revealed an update to the Trojan branding and identity, including changes to logos, lettering and numerals.

As USC athletics approaches a new era with Lynn Swann replacing Pat Haden as athletic director this summer, the Trojans announced updates to the visual branding of Trojan athletics.

“All great brands have a unified identity system and we are proud to introduce this evolution of the USC Athletics brand,” Haden said. “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.”

There are no major changes to the overall look as USC focused on an evolution rather than a revolution of branding.

Here’s the full rundown of changes, most notably an updated Trojan logo and new fonts for lettering and numerals:

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The new Trojan helmet logo has been modernized with clean edges. The logo will be utilized on USC’s sport uniforms, but will not replace the traditional Trojan Head on the football helmets.

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The interlocking SC remains largely untouched, though the script “Trojans” will not longer be featured above the logo.

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The words “USC,” “Trojans,” and “Fight On” will now appear in a custom font based on Greek Doric architecture.

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As part of an effort to create a more unified look across USC’s 21 sports, a new font of standard numerals for Trojan jerseys has been adopted along with the new alphabet font.

USC added a “new ornamental Greek key pattern for use as trim on uniforms, gear and promotional material.” Fans will recognize a similar pattern has appeared on USC basketball uniforms as recently as this past season.

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Unique logos for baseball and track will be maintained, much like USC football’s Trojan Head.

USC also added black and white as acceptable secondary colors along with metallic gold as a new tertiary color for occasional use.

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The branding update has been in the works for 18 months and is the culmination of a collaboration between USC and Nike.

“We appreciate the great collaboration Nike had with our department and our constituents throughout this process,” said Haden. “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.”

Retail merchandise featuring the new logos, lettering and numerals can now be purchased at the USC Bookstore whole other retail outlets should have products with the new brainding available by mid-July.

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