The ‘real’ USC? Changing initials renews debate between South Carolina, Southern California

The University of South Carolina rebranded itself as “USC” after being known as “UofSC” for three years. The decision has reignited an old rivalry with the University of Southern California and begs the question: “Who is the real USC?”

South Carolina was founded in 1801, nearly 50 years before Calilfornia became a state and nearly 80 years before Southern California was founded. But who the “real USC” is depends on who you talk to.

The University of Southern California’s Barstool Sports affiliate said in a Tweet that the “real USC” has always been in California.

“Time to just embrace the ‘of,’” the affiliate said in another Tweet.

South Carolina’s Barstool affiliate responded.

“Are we really doing this again?”

It shared a Twitter poll from 2019. About 74% of poll voters said South Carolina was the “real USC.”

The three-year “UofSC” experiment was not born of legal troubles, like many believe. But the two schools have squared off in court before.

The West Coast USC filed a trademark dispute against the East Coast USC in the early 2000s, not for the use of “USC” but because of the interlocking “SC” used on some Gamecock athletic uniforms, said USC (South Carolina) archivist Elizabeth West.

South Carolina appealed, but lost, though it had used the logo for many years. Still, the Gamecock baseball and softball teams continue to use the interlocking logo. In the 1980s, former USC President James Holderman began referring to Carolina as “The USC.” This was considered an “abandonment” of the mark of “SC,” West said.

Southern California’s victory didn’t bar South Carolina from referring to itself as “SC” or “USC.” However, it could no longer trademark “SC,” West said.

The question of which school is the initials belong to remains. The “real USC” is in the eye of the beholder.