The University of San Carlos Fine Arts program has a long history of producing numerous Carolinian artists and designers. In current times and with the rise of digital media, it was noticed that the program did not have an existing formal corporate identity that other programs in the University of San Carlos, and in other universities around the Philippines, have established to be more recognized and visually present.
The corporate identity includes the logo, typography system, color framework, layout framework, and visual guidelines that align to the carefree/free-spirited, creative, and forward-thinking culture of USC Fine Arts.
The full logo is composed of the icon and the wordmark with variations for each program specialization. The icon was inspired by a paint drop, marking the first experience of every fine arts student being exposed to the fundamentals of art and design.
Upholding the free-spirited culture, the color framework for USC Fine Arts incorporates all hues of the color wheel as the secondary colors while black and white serve as the primary colors. The concept into the framework is inspired by the story of creation: there was only light and dark at the beginning of the universe that later flourished a world of color - a parallel to the role of artists and designers in society.
