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Communications and Marketing

Graphic Elements

The brand includes a family of graphic elements that can be used to create energy and depth in your designs. 

When to Use Graphic Elements

You can use one, two or more graphic elements to help you present information in ways that engage your audiences. As you work with the elements in your designs, always evaluate the layout as a whole to ensure it isn't so busy that it detracts from the intended purpose of your design.

Make It Accessible

Graphic elements must be accessible for those using assistive technology , including all color contrast and alt text choices. Follow the university's accessibility guides to create inclusive graphic elements.

Alternative Text Guidelines »
Color Contrast »

Graphic element best practice.

Using Elements in Designs

If you've used multiple elements in your design and it feels or looks busy to you, trust your instincts. Remove an element (or two) that isn't integral to communicating your message.


Types of Elements

  • Example of a pattern as the background of a document titled Hello Homecoming that includes other paragraphs and a logo.


    Add depth using a flexible pattern family that represents the welcoming nature of South Carolina and pays homage to the palmetto tree. 

  • A frame of white lines intersecting a square behind the portrait of a woman.


    Use this suite of pre-built rectangular or oval frames to create borders or draw attention to photographs or callout text.

  • An example of a small white ornament on a document titled University 101 over a garnet background.


    This family of accent graphics has a range of elements that can be used to enhance your layout or copy.

  • An example of a university stamp with text University of South Carolina circling larger text 1801, all in the bottom left corner of a university document.


    Place pre-built graphic stamps to emphasize key messages such as points of pride or statistics visually, or as a watermark or layering element.

  • An example of an icon with three intersecting ovals that resembles an atom next to a small paragraph of text in a university document.


    Access an ever-growing set of small, spot graphics to illustrate common and specific university- or campus-related objects.

  • An example of Cocky’s tailfeathers extending from the right side of the picture over a gray background.

    Spirit Marks

    Convey lively Gamecock spirit or an athletics program connection on promotional item with spirit marks.


Challenge the conventional. Create the exceptional. No Limits.