Three Letters, One Legacy: USC Belongs to Southern California
Something I Take Personally…
Something I take personally—and it needs to be said—is this: when the University of South Carolina (U of SC) leans on our trademark name, USC, to elevate their brand—especially when they claim to be the real USC—it isn’t just confusing. It’s a dilution of decades of history, excellence, and legacy that belong to the University of Southern California. I live and breathe USC Women’s Basketball, and those three letters represent a powerhouse in academics and athletics. Let’s settle this, once and for all
USC Means the University of Southern California—and Here’s Why That Matters
USC® is a nationally registered trademark of the University of Southern California, recognized across education and athletics. This strategic identity has been protected by USC’s Trademarks & Licensing Services (TLS) office since 1976—one of the first collegiate licensing programs in the nation. The “USC” wordmark was federally registered on July 24, 1996, covering educational and athletic services, with USC’s first use of the mark dating back to 1910. That ownership isn’t just symbolic—it’s legal, enforceable, and nationwide.
The University of Southern California didn’t just protect its name; it defended it. In a legal battle dating back to 1997, the University of South Carolina tried to register its own interlocking “SC” logo. USC SoCal fought back, taking the case through the Trademark Trial and Appeal Board. The TTAB ruled in favor of USC SoCal, the Federal Circuit upheld it in 2010, and the U.S. Supreme Court declined review—cementing Southern California’s position as the sole owner of the iconic marks. Importantly, that fight was over the logo, not the letters USC themselves, but the ruling underscored the strength of USC’s brand protection.
the University of South Carolina briefly adopted the “UofSC” identity in 2019 to distinguish itself. But in October 2022, amid pressure from alumni and stakeholders, they abruptly dropped “UofSC” and re-embraced “USC,” effective January 4, 2023—reintroducing confusion and riding on our brand recognition.
This Isn’t Just Bad Taste—It Could Be Illegal
South Carolina might not admit it, but this branding reversal is a calculated move to leverage confusion for recognition. That makes it legally questionable. USC SoCal already won a high-profile trademark battle in 2010 over South Carolina’s attempt to use an interlocking “SC” logo. The Trademark Trial and Appeals Board sided with USC, and the Federal Circuit upheld that decision—South Carolina’s logo was too close and would mislead casual consumers. The U.S. Supreme Court declined to review the ruling.
If South Carolina is now aggressively using “USC”—even in block letters or spirit logos—that approach risks similar legal scrutiny. USC should absolutely consider issuing a cease-and-desist. Their actions aren’t just confusing—they’re an infringement of our trademark rights.
Who’s Really USC? Athletic Dominance Breakdown
University of Southern California (USC—Southern California):
113 NCAA team titles (third-most nationally) and 123 total including non-NCAA championships. Football power with 11 claimed national championships, 8 Heisman winners, 531 NFL draftees, and 14 Pro Football Hall of Famers. Olympic legacy with over 630 Trojan athletes and 144 gold medals. Women’s athletics icons like Cheryl Miller and 26 women’s NCAA titles. Multi-sport dominance across track, tennis, swimming, volleyball, baseball, and basketball.
University of South Carolina (U of SC—Gamecocks):
6 team national championships: Baseball (2010, 2011), Women’s Basketball (2017, 2022, 2024), Women’s Outdoor Track & Field (2002).
Athletic summary: USC SoCal’s trophy case dwarfs USC South Carolina’s—both in breadth (113 NCAA titles vs. 6) and historical depth. USC means the University of Southern California in athletic legacy.
Academic Prestige: USC vs. U of SC
University of Southern California (USC): Ranked #27 among National Universities by U.S. News & World Report.
University of South Carolina (U of SC): Not ranked among the top National Universities.
Conclusion: USC Isn’t Ambiguous—It’s USC®
Let’s call it what it is:
USC = University of Southern California. That’s not opinion—it’s backed by legal trademark and unmatched athletic history. Claims from South Carolina like “we’re the real USC” ignore over a century of excellence and official recognition. Those three letters stand for a legacy of championships, scholarship, and pride. And they belong to the Trojans.
