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A Brand New Name A strong coherent visual identity is a critical component in establishing the USC Andrew and Erna Viterbi School of Engineering as one of the nation’s pre-eminent engineering schools. Adding the prestigious Viterbi name was an important step in this journey, and a significant opportunity for the School to seize upon.
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USC ENGINEER
Bob Calverley, executive director, communications, Dean Nikias, Praxis President David Schwartz (standing) and Praxis Vice President Craig Rettig, examine USC Viterbi brand designs.
Viterbi students celebrating the School’s new name in March.
Photo of Viterbi banner by Brian Morri and student photo by Lee Salem
Recognizing the need to graphically convey the School’s new stature, an internal branding group embarked on the process of selecting and hiring a firm to develop the new brand last April. Their mandate was to develop a visual brand and guidelines that would consistently communicate the many attributes of the USC Viterbi School of Engineering to audiences ranging from students, faculty and alumni, to the School’s many supporters around the world. The new brand also had to fit into the university’s extensive graphic identity system. “USC” is a strong brand that is already known worldwide. After several months of internal research, the branding group selected Praxis Advertising and Design. Praxis is currently putting the finishing touches on a dynamic new visual identity for the School that will be formally unveiled in mid-December. The new Viterbi branding system offers design templates, a vibrant color palette, a new signature and identifying mark, specifically designed with the flexibility to address the varied needs and complexities of the School, while providing a high degree of consistency. The system communicates important core Viterbi attributes such as innovation, a pioneering entrepreneurial spirit, global reach, nimbleness and dynamism. When successfully implemented, the new brand will be consistently applied to all electronic and printed communications. Every piece will speak with a single clear voice and integrally reinforce the School’s positioning to the pinnacle of America’s foremost schools of engineering. Look for the exciting new Viterbi brand on communications that you receive after the first of the year and in the next issue of USC Engineer.