University of Southern California (USC)
Brand & Identity Video
Art Direction, Motion Graphics, Design, & Photo Editing: Kandace Selnick
Creative Direction: Jane Frey
Team: USC University Communications
An engaging visual approach was developed to showcase USC’s identity components in a contemporary and minimalist style.
Inspired by the original identity system (initially crafted by Saul Bass and later refreshed by Pentagram) a motion graphics video was created to showcase the USC Identity. The video opens with the Southern California sun rising over the Pacific Ocean waves, symbolizing both the region’s essence and USC’s strength and leadership as an academic institution.
Through animation, the identity video offers a bold introduction to the university’s distinctive marks, including the seal, shield, monogram, and wordmark. It also highlights the primary and academic logotypes that define the institution.
Throughout the video, the brand’s color palette is authentically featured, seamlessly blending with the visual narrative. Additionally, the dynamic font system is presented with an engaging flash, emphasizing the vitality of typography within the overall identity.
