USA Brand | Office of Marketing and Communications

Brand Refresh

Below you will find key features of the University of South Alabama's brand refresh. More comprehensive guidelines will be released late fall 2024, but in the meantime, use this page as an abbreviated guide. Access the toolkit for brand assets.

Brand Positioning

With a name that has become synonymous with excellence along the Gulf Coast, the University of South Alabama leads the way by taking deliberate action to engage, educate and advance.

Brand Voice and Tone

Genuine: Sincere in our words and actions.
Friendly: Warm and welcoming in a uniquely Southern way.
Welcoming: Embracing all the members of our community and a spirit of togetherness.
Proud: Exuding courage and finding confidence.
Spirited: Unabashed to be a Jaguar.
Resourceful: Determined and steadfast in setting our own course.

Colors

PMS 193 red and PMS 281 blue are still our primary colors. Our secondary color palette includes new, fresh options to choose from.

PMS 281
CMYK 100/90/31/35
RGB 0/32/91
HEX 00205B

PMS 193
CMYK 18/100/73/7
RGB 191/13/62
HEX BF0D3E

PMS 2197
CMYK 55/0/19/0
RGB 103/201/209
HEX 67C9D1

PMS 2281
CMYK 22/5/74/0
RGB 206/213/104
HEX CED568

PMS 1235
CMYK 0/35/100/0
RGB 255/175/2
HEX FFAF02

PMS 5753
CMYK 60/42/89/28
RGB 94/103/56
HEX 5E6738

New Fonts

Antique Olive and Hepta Slab are available for free through Adobe Creative Cloud. Hepta Slab may also be found for free in Google fonts. Antique Olive can be purchased at MyFonts.com.

Photos/Shapes

Photos and shapes can be a mix of full bleed off-the-page photos or smaller angled boxes with rounded corners as shown below. The angle of the box should always be 10.5° and the corner radius should be between .0625” and .25” depending on the size of the photo/shape.

Canva Hack

Since Canva will not allow for such precision in shapes, use this example to mimic the brand elements by taking your photos full bleed and dropping a colored parallelogram on top of the photo for your text. Use graphic elements from your toolkit when appropriate. The fonts used here are Anton and Arvo.

University of South Alabama Logo

The University logo has not changed and should be used where appropriate. Unit IDs are also acceptable on collateral and apparel or specialty items. These fonts can be found in the tool kit or can be downloaded here.

Ready South Go Logo

There are two lockups for Ready South Go (horizontal and stacked) in several different colorways. These fonts can be found in the tool kit or can be downloaded here.

Legacy Fonts

There are some cases where Sofia and Surveyor are still acceptable for use. Building signage, for example, will not
change, so it would be appropriate to use one of these legacy fonts. In addition, we will carry over another font, Cervo, for use in branding. The bold, condensed sans serif replaces United Sans as a legacy font and can be purchased here. United Sans should no longer be used.