Branding Style
Brand Update
The official University of South Florida logo lockup is the preferred logo for all academic units and should be used for the majority of university communications. There are several variations to meet different needs, and together they comprise the university’s logo system.
Download logo usage guidelines
Logos
For campus-specific logo files, including JPEG and EPS formats, please contact Tressa Presley McLeod with your request: tressapresley@usf.edu
PowerPoint and Letterhead Templates
Typography
Brand fonts:
- Trade Gothic Bold Condensed for titles and Trade Gothic Condensed for body copy.
Substitute fonts to use for internal cmmunications:
- Arial Bold for headlines and subheads
- Arial for body copy
Can I use other fonts in my print materials?
Yes, but sparingly. Just remember that the goal is to select fonts that are easy to read and appropriate for your communications.
What else should I know about typography?
There are several common mistakes that are easily remedied. Here are a few general rules:
- Don't put two spaces after a period or colon.
- Don't exceed two fonts in your design project.
- Use decorative fonts sparingly.
Colors
CORE COLORS

USF GREEN
PMS: 342C
CMYK: 93, 10, 75, 43
RGB: 0, 103, 71
HEX: #006747

WHITE
PMS: N/A
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
HEX: FFFFFF

USF GOLD
PMS: 4535C / 4535U
CMYK: 6, 8, 35, 12
RGB: 207, 196, 147
HEX: #CFC493
SECONDARY COLORS

SAND
PMS: 614
CMYK: 7, 4, 19, 0
RGB: 237, 235, 209
HEX: EDEBD1

EVERGREEN
PMS: 3435
CMYK: 96, 15, 84, 56
RGB: 0, 84, 50
HEX: 005432
ACCENT COLORS
The palette below represents our ‘interim’ colors and can be used until further notice.

LEMONGRASS
PMS: 380
CMYK: 18, 0, 100, 0
RGB: 219, 228, 66
HEX: DBE442

APPLE
PMS: 376
CMYK: 44, 0, 100, 0
RGB: 156, 203, 59
HEX: 9CCB3B

TEAL
PMS: 341
CMYK: 80, 7, 62, 16
RGB: 0, 147, 116
HEX: 009374

SEAGLASS
PMS: 5503
CMYK: 38, 0, 25, 22
RGB: 128, 176, 166
HEX: 80B0A6

STORM
PMS: 7700
CMYK: 97, 53, 33, 10
RGB: 0, 100, 132
HEX: 006484

SILVER
PMS: 427
CMYK: 22, 12, 12, 0
RGB: 202, 210, 216
HEX: CAD2D8

GRAY
PMS: 430
CMYK: 55, 34, 32, 0
RGB: 126, 150, 160
HEX: 7E96A0

SLATE
PMS: 7545
CMYK: 75, 52, 47, 22
RGB: 70, 96, 105
HEX: 466069