The University of South Carolina is officially sunsetting the “of” in "UofSC" which was introduced in a 2019 rebrand.

The university chose to simplify the branding marks, introduce a new USC spirit mark, and focus on the iconic tree-and-gates academic logo.

Why: “The actions announced today reflect our commitment to enhancing our iconic brand,” President Michael Amiridis said via press release. “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.”

About the logo: The new block-letter USC spirit mark is simple, straightforward, and features the school's founding year, 1801, below the block-letter logo.

The new logo also provides more versatility in promoting the university in a variety of settings. The university will now be referred to in editorial + marketing materials as University of South Carolina, USC, South Carolina, or Carolina.

When: The new logos and brand updates will officially take effect on Jan. 4, 2023, but many changes will take place immediately. We’re switching back to “USC” in this newsletter effective immediately Signage around campus will be updated during routine maintenance.

Athletics: The classic “Block C” logo and other athletics logos are unaffected.

Reactions on USC's social media channels have been overwhelmingly positive. What are your thoughts on the switch back to the new branding? Let us know.