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? 

No. USF Health's logo is a registered trademark that represents the authority of the university. It is used on materials that are administered by offices and divisions of the university. Student groups may use the university's green and gold colors and design custom marks for clubs and other student-run organizations. 

If an official student organization (registered in BullsConnect) wants to include a reference to USF Health, USF or University of South Florida in their name, they must officially file their name with the reference in the following structure: “[Org name] at USF Health™”, “[Org Name] at University of South Florida™” or “[Org name] at USF™”. Note that the USF reference must follow the org name and utilize “at” or “@”. If their official name includes the reference, then they may incorporate the USF name in their organization mark/artwork but it should be set in a font that coordinates with their artwork and not imitate a university logo. 

If an official student organization (registered in BullsConnect) does not include a USF reference in their officially filed name, they can still use “USF Health®”, “USF®” or “University of South Florida®” on promotional items and/or apparel but it must be placed in a separate area from their name/logo.  For instance, on a t-shirt, their org logo art can appear on the front and, if they desire a USF reference, they can add “USF Health®”, “USF®” or “University of South Florida®” on the sleeve or back of the shirt.  This reference should be set in a font that coordinates with their artwork and not imitate a university logo.