Among the foundations of the revamp were the
university’s strategic initiatives, devised to build on
the institution’s strengths and provide a roadmap for
the future. The initiatives focused on undergraduate
education, interdisciplinary research, building programs
based on the resources of Southern California,
and internationalization. These underlying messages,
plus the university’s goals of boosting its appeal to
targeted prospects, improving student readiness for
enrollment, and assisting in the completion of the
enrollment process, gave AdamsMorioka clear directives
on which to base the redesign.
AdamsMorioka’s conviction was that admission
materials should present not just USC, but its home
in Los Angeles as well. The school is in one of the
world’s most exciting cities, and the materials needed
to reflect that—in tone, color, imagery, and messaging.
USC is a premiere learning institution, unique
in its blending of research, undergraduate and graduate
studies, funding, management, and quality of
educational life. All of these factors found expression
in AdamsMorioka’s rebranding, and success in their
efforts has been evident in both an increased number
of applications and improved quality of applicants.
About the author
Terry Lee Stone is
a design management consultant and writer/
educator in Los Angeles. She is co-author of
Logo Design Workbook with Sean Adams and
Noreen Morioka. This summer and fall she
will lead a series of workshops for Dynamic
Graphics Training called “Logo Design
Workshop: Process, Systems, and Inspiration.”
