Brand & Identity
The University of the Southern Caribbean is one of the region's oldest academic institutions and boasts of a unique heritage that dates back to 1927. Today its reputation speaks to a continued excellence in the area of transformation through a holistic educational experience. This is what USC is. Its brand reputation stands firmly on the principle of transformation through education. USC remains committed to enriching the lives of the countries in which it operates and the regional and international community. We hone the respect for our alumni across the globe, the quality research of our faculty and staff and our unique integration of faith and learning.
USC Logo: It’s Significance
The Open Book
The Open Book has two major significances:
- It symbolizes the academic excellence reflected in the Motto of USC.
- It also represents the Holy Bible, which we hold as a revelation of the character, will, and purpose of God. These sacred scriptures shape our philosophy, our morality and our standard of living, that in the end, the precious words, ‘well done, thou good and faithful servant:…enter thou into the joy of thy Lord’ (Matthew 25:21), can be the accolade that everyone who walks the corridors of this University will receive.
- The “flame” is both historical and theological: historical in that Caribbean Union College, the foundation on which USC is built had as its motto ‘a light to the Caribbean and beyond”.
- It is theological in that cloven tongues of fire marked the descent and presence of the Holy Spirit on the day of Pentecost.
- The flame in this logo is a constant petition from administration, faculty, staff and student body that the power and influence of the Holy Ghost will pervade this campus. “The Wonderful Counselor, The Mighty God, The Everlasting Father, The Prince of Peace” (Isa. 9:6) is an abiding guest.
- The flame emanates from the open book. The Holy Spirit and the Bible from the foundation of the philosophy and value system of this University. Jesus, the Master Teacher, is the model.
The predominant shape of the CIRCLE reminds us that the University of the Southern Caribbean is part of the global academic community. It illustrates the global outlook of USC and its determination to positively impact the global community.
The Eight Stars represent the eight Conferences and Missions, which together comprise the Caribbean Union Conference of Seventh-day Adventists. The Caribbean Union Conference of Seventh-day Adventists is the governing body of this University.
Represents the lush Maracas Valley and rich foliage that is the physical environment of this University.
Represents excellence in scholarship and service; the sunshine and light of the gospel, which faculty, students and graduates carry to the world