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Communications and Public Affairs

Design Elements

Use our unique design elements to add Gamecock style to your projects.

Full design templates assist campus communicators with the consistent application of our visual identity. The system’s individual design elements and styles are also available to help you create a consistent visual identity. See how each element is used in our design gallery.

Design Elements

Get specifics on the design elements used in South Carolina’s visual identity. Browse the gallery to see examples of each style.

Rounded Corners
A rounded corner element represents a new way of approaching problems. Only the lower left and upper right corners are rounded on the largest frame or series of frames that comprise a unit.

Logo Placement
Each template contains a university logo, properly sized and placed based on the publication format. The white logo is used on black or garnet backgrounds. Our garnet and black logo is used on white backgrounds.

Dark to light gradients add depth and dimension to the layout, just as our teaching and research add depth to our pursuit of positive change.

Frames and Spacing
Non-bleed templates are designed with consistently spaced frames. The size of the frames may be adjusted to accommodate different content, but the spacing between the frames and edges should remain consistent.

Translucent Color
Blocks of translucent color may be layered over images for pull quotes or sidebars. Translucent blocks allow us to use our colors, enhance key text, and create depth on the page.

Conversation Pointer
A pointer may be added to color blocks to draw interest to a graphic or informally tie a conversation to an image. A drop shadow may be added for depth, too.

Vertical and horizontal lines within the layout can be used to guide the reader. In bleed templates, the vertical rule descends from the top edge and stops at the last line of text in the head or subhead.

The templates include spaces for photos. University photographers shoot following our photo style and post images to a SmugMug account. A list of approved vendors (link) is available for custom photography.

A library of photographic textures, captured on our Columbia campus, overlaid with bold color shows our respect for our history, but with a modern translation. Use the patterns to add interest to a piece or in cases where photos are not available.

Type Styles
Paragraph and character style sheets are built into the templates, making it easy to quickly apply the correct style to headlines, subheads and body text.

Garnet Covers
All templates have a strong garnet and black presence on the cover or on the first page of the publication. When using secondary colors, textures and images, use garnet for the background logo area.

Non-bleed vs. Bleed
Most templates are available in non-bleed and bleed formats. Non-bleed formats have a white border around the image area. In bleed formats, the color "bleeds" off the edges.

Dates and Numbers
Bold treatments of numerals and dates add to the visual interest of the piece and provide at-a-glance information for our audiences.