Note: None of the work seen here is affiliated with the University of Southern California and is a personal project.
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 at the same time looking forward to convey a more youthful, modern and streamlined identity designed to help with recruiting.
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 at the same time looking forward to convey a more youthful, modern and streamlined identity designed to help with recruiting.
The brand guidelines are made of parchment type cartridge paper to emulate ancient scrolls, as are the season tickets. For the uniform I used the jersey panels and colour placement to make it look like body armour, so that the football players suit up for competition just as Trojan warriors would suit up for battle.
A big thank you to Fraser Davidson, Andrew Harrington and Mike Kersey for the football templates!
