Download the logo

The .zip download folder contains EPS, PDF and high-resolution JPEG files of both standard and linear logo versions of the University logo.

Consistent typography provides visual unity to our messages. Our treatment of headlines, body copy and other type elements represent the master brand and also express our personality. Gotham, Archer and Adobe Garamond are the three font families that we will use in our visual and printed communications. A coordinated series of typeset treatments will allow us to represent our various campus entities within the larger visual identity system. Web equivalents will carry the style through in electronic presentations.

To keep costs reasonable, University Communications has negotiated a bulk purchase price for the Gotham and Archer fonts. (Adobe Garamond is commonly packaged with Creative Suite.) A limited number of font licenses are available through the IMC Network for University of South Carolina employees who are directly involved in the creation of marketing and communication materials.


Gotham is the primary font. The clean lines project a modern feel and the wide range of weights make it ideal for use in headlines, subheads, call outs, captions and emphasis within text. The Gotham family is used extensively in the publication templates.

Archer is a secondary font. This slab serif font projects more of informal, casual feel and re ects our welcoming personality. Archer is best used at larger point sizes in headlines, subheads, and call outs.

Adobe Garamond Pro is primarily used as for body copy. The classic serif font provides for easy readability and re ects our genuine character.

It is recommended that all units use the official fonts, but in cases where the fonts are not available,the free, cross-platform fonts Arial, Arial Bold and Arial Black may be substituted for the Gotham family. Times and Times Bold may be substituted for Adobe Garamond Pro in body copy.



The University of South Carolina is a study in contrasts — contrast between perception and reality, contrast between research and teaching, contrast between art and science — but it's these contrasts, the diversity of thoughts and ideas, working together that make us stronger and make us who we are. Use the contrasting font weights to represent this concept and reflect our genuine, confident and vibrant personality traits within our unified visual identity.

As defined in our brand principles, a logo is not a brand. To go a step further, within a visual identity, a logo is not a headline, a title or an illustration. So rather than creating numerous individual logos where unit names are "locked up" with the university logo and conflict with the overall university visual identity, campus units, programs and initiatives should represent themselves in type only. These prominent typeset treatments provide area recognition, work within the visual identity, are built into the template system and support the university brand by showing audiences how all parts of the university are interconnected.

Typeset treatments will be especially helpful on specialty items that are too small to accommodate the university logo and banners that are too large to be carried by a logo only.

Contact University Creative Services for guidance.


The concept of typeset treatments is illustrated here. These examples show how the consistent use of typography can eliminate the need for individual logos and create a consistent identity that can be applied to a wide range of communication materials.

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Click on the image to view the gallery.