Signatures and Marks
Signatures and Marks
From the iconic USD logos to Charlie Coyote himself, our brand marks tell the story of South Dakota’s flagship university.
Explore the approved logos, color palettes and typography below to help keep the University of South Dakota’s visual identity strong, consistent and recognizable everywhere.
Mission
Fueling the Coyote Spirit, the University of South Dakota offers undergraduate, graduate and professional programs within the South Dakota System of Higher Education. As the oldest university in the state, the University of South Dakota serves as the flagship and the only public liberal arts university in the state.
The University of South Dakota is regionally acclaimed and nationally recognized as a high-quality public liberal arts university with South Dakota’s only schools of law, medicine and business. We are recognized for the quality of our faculty. Their excellent teaching, effective service and innovative research are valued at USD. Our faculty are dedicated, experts in their fields and accessible to our students. USD educates leaders of communities, states, and nations.
Charlie Coyote is the beloved official mascot of the University of South Dakota and the ultimate ambassador of USD school spirit. Whether he's leading the Coyote Crazies student section on game day or attending community events in Vermillion, Charlie brings enthusiasm, high-fives and pride wherever his paws take him.
Colors
Primary Colors
USD's primary colors are PMS 186, black and PMS 422. PMS 186, when used in four-color printing, should be built as shown.
Accent Colors
USD's accent colors are Warm Gray 9, Warm Gray 11, PMS 716, PMS 730, PMS 2622 and PMS 323 (coated and uncoated).
Use these colors for four-color printing only. Do not use secondary colors in apparel, textiles, memorabilia, etc.
Neutral Colors
USD's neutral colors are lighter shades that form the base of the USD color palette and are used frequently for backgrounds and text over primary and accent colors. PMS Warm Gray 9 at 10% and PMS 730 8% create a light gray shade and a light beige shade.
White is always available as a Primary, Accent or Neutral Color in the USD Brand.
Typography & Font Pairings
University Typefaces
Two typefaces have been designated as USD’s universally-used body copy fonts: Adobe Garamond Pro and Myriad Pro. Two typefaces have been designated as USD’s universally-used heading and sub-heading fonts: Bebas Neue Pro and Brothers 1816.
Headlines and Subheadings
- Bold
- Semibold
- Condensed
- Extended
Body Copy
- Regular
- Light
Cutlines and Captions
- Light
- Italics
University Logo Standards
Our logo serves to identify the university in all forms of communications. It must be used consistently and correctly in all communication efforts to present a unified image to our audiences. Please see Graphic and Editorial Standards for acceptable and unacceptable logo usage, placement and colors.
- The logo is restricted to official university entities only; it is not to be used by student groups and organizations, on personal and organizational websites, social media or any other unofficial university representation.
- All university logos and their uses are subject to interpretation and approval by Creative Services.
- The horizontal logo is acceptable when available space does not permit use of the primary logo.
- Colors are PMS 186 and black.
View Our Athletic Logo Guide View General Brand Guide
University of South Dakota Logos
Download logos using the links below.
- If you require a format other than those below (for example, black and white or reverse color), email [email protected] to request it.
- Resize logos proportionally by holding down the Shift key while using the resizing handles.
University of South Dakota
- Vertical Logo
- Vertical Logo (All Black)
- Vertical Logo (White Text)
- Horizontal Logo
- Horizontal Logo (All Black)
- Horizontal Logo (White Text)
University of South Dakota: College of Arts and Sciences
University of South Dakota: Beacom School of Business
University of South Dakota: School of Education
University of South Dakota: College of Fine Arts
University of South Dakota: School of Health Sciences
University of South Dakota: Knudson School of Law
University of South Dakota: Sanford School of Medicine
University of South Dakota: Graduate School
Trademarks, Merchandising & Promotional Guidelines
To protect the University of South Dakota brand identity, all items bearing USD trademarks—including department clothing, table banners and student organization merchandise—must be produced by a licensed vendor and approved by Creative Services.
