I attended a reception for Vern Alden last month, and at 91, the topic is so visceral for him that he spent most of his address to the audience discussing this very topic, and without being asked about it. Loosely quoted:
"If someone went to Wisconsin, they don't proclaim they attended WU...
And if someone went to Michigan, they don't proclaim they attended MU...
But, they are the University of Wisconsin and University of Michigan. And they are frequently shortened to UW and U of M. U of I for Illinois. "The U" or UM in Minnesota. U-Dub for Washington. Ohio's formal name is Ohio University, and OU is a proper and common sense abbreviation for it similar to the way almost everyone refers to Indiana University as IU.
This obsession over this just screams little brother syndrome and does more to make the university look small time than anything OSU is doing.
Whenever I hear an actor or director tell an anecdote about working with Robert De Niro they often refer to him as "Bobby". I'm guessing that's what Mr. De Niro's friends call him and that's what he answers to. However, whenever his name is listed in the credits of a film, or whenever the media (local, national, print, online, tv, or whatever) refers to the actor for any reason, they always refer to him as Robert De Niro. Always. That's his brand name, that's what he insists on being called.
We are OHIO. That is our brand name. It is what we should always be referred to by any form of media. OU is our nickname. Its what people who know us call us in friendly conversation. Both have their place, but don't assume they are always interchangeable, they are not.