As we explore the University of South Carolina brand, let's first define what a brand really is, and what it is not. When you think of a brand in human terms, a brand, like a person, has an essence, a personality and core values. And just as people are more than superficial styles or outward appearances, a brand is more than a logo, a tagline, or a product.
is not a logo: a logo is just a symbol that represents the brand
is not a tagline: a tagline is an expression of the brand
is not a product: a product is a tangible representation of the brand.
is the perception people have when they think of the University of South Carolina.
It's what the university means to the people we serve. It can range from receiving a life-changing USC education to conducting front-line research with practical application to improve our communities. Our brand starts with what the University of South Carolina does and why it matters. It's what makes us distinctive in a person's mind.
As leaders within the University of South Carolina, our job is to influence those perceptions — and strengthen our brand — by presenting consistent, credible and authentic messages about the university, our people and our accomplishments. Building this strong brand for the university as a whole directly benefits our individual colleges, schools, departments and programs.