South Carolina rebrands school logo, re-sparks ‘USC’ debate

The University of South Carolina announced plans to rebrand a handful of their logos, bringing back a controversial debate which spans from coast to coast. The school plans to retire usage of the “UofSC” logo used for academic purposes in favor of a return to the traditional “USC” mark.

The move promises to spark controversy once more between the SEC East member and soon-to-be Big Ten member University of Southern California, which uses the same iconic three-letter sequence. Widespread debate on the ability for each side to claim sole ownership of the USC title has surfaced throughout the past despite little interaction between the two institutions.

The new logo also features the original date of the University of South Carolina title, 1881, which came after many other names starting in 1801. The University of Southern California was founded in 1880.

In addition, South Carolina plans to simplify the usage of branding, making the tree-and-gates academic logo the main focus while adding a so-called ‘spirit mark’ to the fold. The plans do not impact the South Carolina athletic department or any of its teams, with all logos remaining the same, including the ‘Block C’ logo.

Statements from South Carolina

The high-ranking members at South Carolina also issued statements on the change, providing alumni and fans with a better understanding of the reason behind the USC shift.

“The actions announced today reflect our commitment to enhancing our iconic brand,” President Michael Amiridis said. “In my short time back at the university, alumni and other stakeholders have told me how important it is to return the USC name back to the institution. We are initiating that change today.”

The decision apparently received widespread support from those in the South Carolina community as they stake their claim to USC once more, at least according to the Board of Trustees.

“The Board of Trustees strongly supports this action,” Board Chairman Thad Westbrook said. “Our alumni and stakeholders have overwhelmingly stated their strong desire to return to the USC name and the USC tradition. We are excited about this change.”