mixture of old usd logos with a red overlay

Content Guidelines

The University of South Dakota (USD) has a strong brand identity that reflects its tradition of academic excellence. These guidelines are intended to ensure consistency and professionalism in all branded materials created for the university.

Creating Branded Materials Guidelines

General Principles
  • Target Audience: Consider who you are trying to reach with your materials (prospective students, alumni, donors, etc.) and tailor the design accordingly.
  • Clarity and Concision: Branded materials should be easy to understand and navigate. Keep messaging clear and concise, using correct AP style.
  • Brand Voice: Maintain a consistent brand voice that is professional, welcoming and reflects USD’s values
Visual Identity
  • Logos: Use only officially approved USD logos. Download logos from the Signatures & Marks section of the USD Brand Guidelines or Print and Design Studio.
  • Colors: The primary USD colors are Coyote Red (#D21533), black (#000000) and white (#FFFFFF). Use these colors consistently in your designs.
  • Fonts: Use the approved USD fonts, or similar shaped fonts, for all written content.
  • Imagery: Use high-quality images that are relevant to USD and its mission. People of diverse backgrounds and engaged in scholarly pursuits should be well-represented.
  • Templates: Utilize the pre-designed templates available in the online Brand Toolkit for presentations, posters and other materials.

Design and Print Studio

usd colors
Content Guidelines
  • Accuracy: Ensure all information is accurate and up-to-date.
  • Grammar and Style: Maintain proper grammar, punctuation and spelling.
  • USD Messaging: Use messaging that aligns with USD’s strategic goals, vision and voice.
Resources
  • USD Brand Toolkit: The USD Brand Toolkit provides access to logos, templates and campus images to use in your design.
  • Marketing Communications & University Relations: Contact the Marketing Communications & University Relations department for questions about brand usage or to request assistance with creating branded materials.
Additional Tips

It is illegal to use USD’s trademarks without permission. For merchandise with USD logos, only use vendors officially licensed through Learfield Licensing Partners.

By following these guidelines, you can create branded materials that effectively communicate USD’s message and strengthen its brand identity.

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