The focal point of the University of South Carolina's new logo is not a palmetto tree, a stylized silhouette of the campus's historic Horseshoe, or even a ferocious fighting gamecock. It's the ...

COLUMBIA, S.C. (WCSC) - The University of South Carolina on Wednesday announced a new logo and a new spirit mark. The school announced a simplification of its branding with a new “USC” spirit logo and ...

South Carolina is returning to a brand and logo first made popular in the 1980s ... led to USC distancing itself from the renegade image that was created, “Black Magic” and “Black Death ...

Despite the fresh look, many are not happy about it - and it caused the social media strategist at the university to chime ... important to us as native South Carolinians and folks who were ...

Carolina’s rebranding introduces a new block-letter spirit mark. Southern California has a “USC” block-letter athletic logo. (Image courtesy of University of South Carolina website) (Image courtesy of ...