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Founded by Lilly Nie, and Jason Liu in January 2018, UP is the first urban planning organization exclusively focused on undergraduate students. Inspired by New York subway signage, the monogram is designed to mimick a transit line. Yellow & red were chosen as bold, recognizable USC colors.

Logomark: Adopted April 2019

Typeface: Helvetica

The step-graphic represents land use, with emphasis on the bold yellow as the first 'stepping stone towards a career in planning. The naming "UP" was chosen for its catchiness and ease of use. What started as puns, including "UPdates, meetUPs, & what's UP", have since become formal programming.

Yellow: f3d410

Red: b92126

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