Visuals

Campaign Identity

The University of South Carolina is the University for South Carolina. Our state tree, the Palmetto, sits at the heart of both the University’s logo and the South Carolina flag. For decades, it has served as a symbol of strength and shared identity for USC and the state.

Our campaign builds on this legacy. Embracing the crown of the Palmetto in the University’s mark, we draw from a familiar symbol to imply upward motion and forward momentum. This shape becomes a visual tool to help tell stories of what happens when USC connects with ambition.

The Forever to Be campaign identity amplifies elements already present within the USC brand, creating a unified system to ensure cohesion, clarity, and trust throughout the campaign’s lifespan.