For my self-initiated unit in my final year at university I chose to update the visual identity for the University of Southern California's athletics department. I had always wanted to do a sports branding project and as the 'Trojans' identity hadn't changed since 1992 I thought it was worth updating.
The concept is to return USC's sports identity to its true heritage found in Troy and ancient Greece. I look back to Trojan history, whilst looking forward conveying a more youthful, modern and streamlined identity designed to help with recruiting.
Client: Student project
Year: 2012
NB: This is a student project and is not affiliated with the University of Southern California.
The concept is to return USC's sports identity to its true heritage found in Troy and ancient Greece. I look back to Trojan history, whilst looking forward conveying a more youthful, modern and streamlined identity designed to help with recruiting.
Client: Student project
Year: 2012
NB: This is a student project and is not affiliated with the University of Southern California.
![](https://freight.cargo.site/t/original/i/dba50236f429d1fe0b45d48d7ebfea59c5c3b2f272283a1611ae6b0bc1726984/01-USC-Logo-1.jpg)
![](https://freight.cargo.site/t/original/i/95f0c03f9f050f0d98100834fa2b292bc0107f05eb849586abb51f3e951b6869/02-Trojans-Script-2.1.jpg)
![](https://freight.cargo.site/t/original/i/1dc6332fe23ae37e95a7413cab3277edf1517f81eb0cffd6413adbcd521fc825/03-Mascot-full-colur.jpg)
![](https://freight.cargo.site/t/original/i/74a765e8edfe2369da0462fed06bcdd7802a1e62554f6c455a4bc2ef205b29c9/04-USC-Logo-Ideas-04.jpg)
![](https://freight.cargo.site/t/original/i/165397fbf08f3217dbb9bcd95ec17020eb7d01e151eb4b3b9cabb729ed2d6798/05-Football-Helmet.jpg)
![](https://freight.cargo.site/t/original/i/223984267fa6fff7f17a6c953266f7f084efdafc6baa399f8567105c0498d2d2/06-Football-Uniform-Design.jpg)
![](https://freight.cargo.site/t/original/i/a9fa800cebde9112620820c8d028396017d6b2a3929ca0ff76ee34952d3205a1/07-Football-Uniform-Mock-ups.jpg)
![](https://freight.cargo.site/t/original/i/905f5f632fdbf86ec04f0d118dd99f624a8b7eacf47b24416181040a60e00067/08-Helmet-Turnaround.jpg)
![](https://freight.cargo.site/t/original/i/a199e00a8c1aa48f9356525bfb5e438b86d40770256181eca61241ec1846e9e5/09-Football-Coliseum.jpg)
![](https://freight.cargo.site/t/original/i/f4146afc056029816c6e410137fab9e7f55f05fd34ade0a17fb16295dcc8fd83/10-IMG_9720.jpg)
![](https://freight.cargo.site/t/original/i/03f3f8ce71da7f21b3dd3ebb6aab67a256b6fbb69db765b74c97ef616002f677/11-IMG_9597.jpg)
![](https://freight.cargo.site/t/original/i/702f478d64a313d7290b7be461525f9b8a630e17120f9c3f18d0b9a913102adc/12-IMG_9599.jpg)
![](https://freight.cargo.site/t/original/i/88235f52c3057d49ef1057282bc9ba72b01c5c498069d88134f7f935eb425cc7/13-IMG_9600.jpg)
![](https://freight.cargo.site/t/original/i/4433ca1e7a6412738ae243e3327021f429d71921fa378f7748b677cf5c9750f5/14-IMG_9602.jpg)