University Branding Interim Guidance

Upcoming Brand Training

The Division of Communications and Marketing will hold a brand training to review changes to logos and messaging as we roll into 2023. Get the latest on updates on voice and visuals, and a preview of the updated toolbox.

Brand Training Update
Wednesday, December 14 from 10 – 11:30 a.m. 
Russell House Theater 


The University of South Carolina announced on Oct. 26, it will simplify its branding marks, focusing on its iconic tree-and-gates academic logo and introducing a USC spirit mark. The university will sunset the UofSC logo mark.

The brand update will take effect on Jan. 4, with some university-level changes taking place immediately. Below are answers to questions about how to reflect our brand between Oct. 26 and Jan. 4.


Should I start changing UofSC to USC now?

While Jan. 4, 2023, is the official implementation date for updating the university's brand identity across platforms and materials, the phase-out of UofSC begins now.

Units should begin the process of updating documents, emails, and other written references to reflect our updated editorial guidance:

  • First reference: Use “University of South Carolina.”
  • Second reference: Use “South Carolina” and “the university” to add variety. For in-state and alumni audiences, “Carolina” is also acceptable. 
  • Abbreviation: “USC.”
  • Headlines: Use “University of South Carolina,” “South Carolina” or “USC.” When using “South Carolina,” make sure that the context clearly distinguishes the university from the state of South Carolina and its government. “USC” is not recommended for out-of-state, non-alumni audiences.


What logo do I use between now and Jan. 4, 2023?

The current formal logo featuring the tree and gates will not change and should be used for any item — for example, printed items or promotional items — that will continue to be used after Jan. 4. If you are unsure of what logo to use, Printing Services can assist you in determining what logos are appropriate for your needs.

New unit and subunit marks for both digital and print use will be distributed through unit communicators by December 2022. Please be patient as these new logos are created, finalized and distributed to unit communicators, and during this transition time, do not make your own logos or modify existing logos.

For digital communication (including digital displays, social media, etc.), units may use their existing primary logos for the remainder of 2022. The artwork should be switched out to the new unit logo beginning Jan. 4.

Use of the “Block C” Athletics logo and university seal are not impacted.

How do I know what the proper brand guidance is?

The university brand toolbox will be updated to reflect these changes by Jan. 4. This will also include refreshed logos, templates and other communications resources.

Use the guidelines outlined on this page until the brand toolbox is updated.


What is this new spirit mark and how can I use it?

The university is introducing 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. It is not intended to be used in place of the official University of South Carolina logo.

Additional information and guidance about the use of the USC spirit mark will be available on Jan. 4.   


Will there be a transition period for items or materials featuring UofSC? 

Yes. We ask that you begin the phase-out of all items featuring UofSC now wherever possible. For items with a short shelf-life that are already in review or production (e.g. a flyer for an event in November 2022) you may continue to use UofSC. You should begin to use the new nomenclature for all newly created items going forward. For items that you are working on now that have a long shelf-life (e.g., marketing materials, videos, printed billboards, etc.), connect with your Communications and Marketing team manager or contact us for guidance. An end date for this transition period will be shared in the future.


Will social media handles that use UofSC change? 

At this time, social media handles will not change.

I have additional questions. What should I do?  

If you have questions related to these changes, contact us. 

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