Skip to main content

Greenville Business Magazine

USC Streamlines Logo, Drops ‘of’ in UofSC

Oct 26, 2022 10:51AM ● By David Dykes

The University of South Carolina announced it will simplify its branding marks, focusing on its iconic tree-and-gates academic logo and introducing a USC spirit mark. The university also will phase out the “UofSC” logo mark adopted in 2019. 

The brand update will take effect on Jan. 4, 2023, with some changes taking place immediately. Updating of previous branding will continue in a phased manner during routine sign maintenance/replacement.

“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." 

The updated brand standards include these guidelines:

  • The iconic tree-and-gates will be retained as the official academic logo. It becomes the official mark for academic branding.
  • The university will introduce a new block-letter USC spirit mark that embraces the university’s unrivaled spirit and includes 1801, the year of its founding. The spirit mark will provide versatility in promoting the university in non-academic settings.
  • The university will be referred to as the University of South Carolina, USC, South Carolina or Carolina in editorial and marketing materials.
  • Athletics logos, including the “Block C” logo, are not impacted.

“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.”