This is the University of South Carolina's new logo. The athletics logo will remain the same.
The University is rebranding to accentuate its abbreviated initials as “UofSC. The athletics logo of the letter C and the gamecock will remain the same.
The new logo is also to create a new identity for what the University perceives as a visual conflict with the University of Southern Cal’s logo.
A USC Upstate spokesperson said USC (Columbia) and all its regional institutions “are working on a marketing ‘refresh’”.
USC tweeted, “we are competing for the best and brightest students across the globe, not just the ones in South Carolina. Data tells us that USC is not always associated with our brand and we can’t keep ignoring that.”