Brand Strategy + Identity System + Motion Graphics
USC Identity System Refresh
Strategy, Art Direction, Design, & Motion Graphics: Kandace Selnick
Creative Direction: Jane Frey
Team: USC University Communications, Brand Creative Team
Refining the visual assets and infrastructure behind a large-scale identity system.
The refresh of USC’s logo ecosystem created a more consistent, flexible, and scalable system while preserving the integrity of the university’s iconic marks. Originally designed by Saul Bass in 1994 and later expanded by Pentagram in 2006, the identity was modernized through refined logo treatments, color applications, sizing, and asset specifications.
The refreshed system provides a flexible foundation for creating and scaling branded assets across digital, social, print, presentations, environmental graphics, and merchandise.
From Fixed to Flexible
Refreshing the core logo assets
In collaboration with the Brand Creative team, I led a team of designers in evolving the logo system from fixed treatments to flexible assets. We removed unnecessary background fills and standardized logo files to improve versatility and scalability.
Completed in phases, the initial refresh included more than 50 logo sets across all identity variations, including the official seal, shield, wordmark, monograms, and primary, formal, informal, academic, and institutional logotypes. Each set was updated across every color and size variation, with the system continuing to expand as new university institutions and subunits are established.
The updated system allows transparent marks to integrate seamlessly across platforms while maintaining consistency, clarity, and recognition.
Refining the System and
Standardizing color, sizing, accessibility, and usage
The refresh established a more consistent framework for color, sizing, accessibility, and logo usage while reorganizing the library into a clear, scalable file structure.
Further improvements included:
Refined color specifications and combinations
Standardized file formats, naming conventions, and folder organization
The updated system made assets easier to navigate, share, and implement, ensuring a clear, cohesive, and recognizable identity across university-wide teams and communications.
Bringing the Identity to Life
USC Brand & Identity Video
USC’s identity was brought to life through an expressive motion experience that highlights the visual language of the brand.
Opening with imagery inspired by Southern California’s landscape, the animation connects USC’s regional heritage with its identity as a leading academic institution while bringing the brand’s visual elements to life.
The motion video introduces USC’s visual system through a dynamic motion experience, showcasing the university’s signature marks, logotypes, color palette, and typography.
Inspired by the university’s iconic foundation, originally designed by Saul Bass and later refreshed by Pentagram, the animation showcases key identity elements through a refined and minimalist approach.
Created as part of the University Communications, Brand Creative team.