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 ... brand meant to separate South Carolina from the University of Southern California that was once painted on ...