Brand essence

Our brand essence captures the distinctive characteristics of the University of South Carolina. It serves as a foundation for the consistent, credible messages we need to deliver to our audiences. The brand essence statement should be used as a frame of reference when producing communications vehicles to ensure that they incorporate and reinforce the USC brand.


USC is a globally recognized, high-impact research university dedicated to providing a superior student experience. We are committed to developing new models for flexibility, access and affordability. We are a vital part of South Carolina's economic and overall wellbeing, striving to impact the world around us.

We cultivate successful leaders, new generations of bold thinkers and committed problem solvers. We are driven to build healthier, more educated communities, inspiring a better way of life for all.