University of Southern California (USC)
Brand & Identity Video
Art Direction, Motion Graphics, Design, & Photo Editing: Kandace Selnick
Creative Director: Jane Frey
The USC Brand Creative team sought an engaging visual approach to introduce the identity components, including primary marks and logos, in a contemporary and minimalist manner.
Drawing inspiration from the original concept of the identity system (initially crafted by Saul Bass and later refreshed by Pentagram), I crafted a motion graphics video showcasing the USC Identity. The video begins with the portrayal of the Southern California sun radiating over the Pacific Ocean's waves, symbolizing both the region's essence and USC's strength and leadership as an academic institution.
Through animation, the identity guide provides a comprehensive introduction to the university's distinctive marks like the seal, shield, monogram, and wordmark. Additionally, it showcases the primary and academic logotypes that define the institution. Throughout the video, the brand's color palette takes center stage in an authentic manner, seamlessly intertwining with the visual narrative. Furthermore, the dynamic font system is exhibited through a captivating flash, underlining the typography's vitality in the overall identity.
