SC Don't Play Dat

About a month after we first mentioned the story, USC is on the Trojan warpath against ... USC.

To recap, a high school in Utah changed its name to the USC Trojans and has the same colors as and a similar mascot to the University of Southern California. So the university busted out its finest rendition of "Homey don't play dat" (anybody remember Homey The Clown?).

According to the Salt Lake Tribune, "Utah Southvalley Community Private School ... confirmed Friday that it received notice from USC Thursday regarding the trademark issue."

Take a look at the high school's logo (above right).... Where have I seen those interlocking letters before?

Among the highlights of the story:

• The school's owner (technically "president of the Board of Trustees," but the principal told me "owner") claims to be related to Priam, the king of ancient Troy. He told the Tribune, "I'd be happy to give you that lineage.... I've got a nice little chart going all the way back."
• Parents are upset because the school apparently changed its mission "from helping autistic students to greater emphasis on athletics."
• As of last summer, the school was called Woodland Hills High School
  
• The school's owner defended having similar names, noting that there is another USC--the University of South Carolina.

That last one is amusing, because a few months ago the University of South Carolina (originally called SC College) reportedly changed the pigment used in their officially licensed merchandise -- realizing they didn't have a very distinct brand. That was also around the time they did a study revealing that people in their own region associated "USC" with Southern California.

I've said it before and I'll say it again: USC has a very strict graphic identity program. Still, they may see some benefit in having namesake high schools. It's working fine for Notre Dame (though last year some of the high schools might have been able to beat the university).

Thanks to Fred for the tip!