ABSTRACT
In 2010, the University of Southern California won a ruling from a federal appeals court granting them the rightful trademark claim to an interlocking “SC” logo. Both the University of Southern California and the University of South Carolina have historically used the logo. Part of the argument for trademark rights on the part of the University of Southern California was that the interlocking “SC” was more uniquely identifiable with their university. That is, the particular way the “SC” was designed was an important component in the university’s brand identity.
