Brand Standards and Guidelines Overview

To maintain and strengthen our brand, which is among our most valuable assets, USF has developed a set of identity graphics and standards for its print and online communications. It promotes the clear and consistent use of these standards across the university, thereby reinforcing the identity of USF as a global, interdisciplinary university whose colleges, schools and units work together on behalf of a common mission. Consistency is critical to building and maintaining a strong brand for one reason: consistency establishes trust.

All USF Health marketing communications should include use of our core elements. They are:

• Logo
• Primary and Secondary color palettes
• Typography standards

For complete information regarding university graphic standards, please visit www.usf.edu/brand. For questions concerning reproduction of the USF Health logos e-mail USF Health Branding Team at (healthbrand@usf.edu). 

Can I create a logo for my department/office?

No. All departments/offices within USF Health must use either the USF Health logo or their USF college/division logo. There are no exceptions.

Can I use the USF Health logo or portions of the USF Health mark for academic programs or events?

No. USF Health's logo is a registered trademark that represents the authority of the university. It is used to denote administrative offices and divisions of the university. Custom graphics may be developed to represent specific programs and events without use of the USF Health logo. The wide array of programs and activities offered at the university may best be represented by a customized design element. Contact the USF Health Branding Team at (healthbrand@usf.edu) if you are unsure.

Can I use the USF Health logo or portions of the USF Health mark for my student organization? 

In general, student organizations are not permitted to use university logos. Student Government and official competitive sports clubs are granted exceptions with restrictions and required approval. Additionally, permission to use an illustration, likeness, or photo of Rocky D. Bull, the official university mascot, is also required before the image may be reproduced. Approvals are given rarely.

Organizations wanting to use the university name in their organization logo may do so but must follow this format with the student organization name first, then the word “at”, ending with the university reference and service mark: “[organization name] at USF^SM” or “[organization name] at the University of South Florida^SM".

Student organizations with direct affiliation with USF Health may represent this relationship per the format above replacing the university reference with “USF Health^SM”. This alternative will be reviewed by marketing and communications staff for approval before usage is granted. The same is true of organizations with direct affiliation with a college.

The USF reference in a name or logo must be set in a font that coordinates with the organization’s logo and not artwork extracted from the university logos. Student organizations are not permitted to use the university logos or assets as their own. If a registered student organization wants to use the university name textually, but not as part of their own name or logo, they may do so on materials in a distinctly separate area from their logo or name with the university referenced as follows: “USF®” or “University of South Florida®”. For example, on a t- shirt, the organization logo/artwork can appear on the front with the USF reference appearing in typography on the sleeve or back of the shirt. Note that a copyright symbol is used in this instance.

Student organizations are encouraged (but not required) to use USF’s colors of green and gold when designing t-shirts, other apparel or promotional items. Color references can be found in the University Brand Guidelines.