Corporate Identity

Marketing students working - teal and pink

The University Logo

The University of Lincoln's logo is a registered trademark and an official coat of arms granted Letters Patent by the College of Arms, the official heraldic authority for England, Wales, Northern Ireland and much of the Commonwealth.

The coat of arms, along with the University’s motto, 'Libertas per Sapientiam', which translates from Latin as 'Through Wisdom, Liberty', are key components of the University’s corporate identity.

Our corporate identity is a mix of elements that creates a distinctive look and voice. It is an instantly recognisable expression of the University and what we stand for.

Every piece of communication produced by or on behalf of the University adds to our brand in some way, so using these elements in a consistent way builds and enhances the University's reputation. A feel of professionalism and gravitas, and our shared values as an innovative, student-centred university, should be reflected in all our branded materials.

Heraldic Symbolism of the Coat of Arms

Full colour version of the Coat of Arms

The Arms

On a white shield there is a blue reversed pall (like an upside-down Y). At the top of the shield are two books, and at the bottom a wheatsheaf.

Rationale: The reversed pall is a representation of rivers and canals, so important to the history of Lincoln, and the wider county. The reversed Y shape symbolizes the conjunction of different bodies that formed the University, the junction of river and canal, and also the joint creative endeavour typified by the University. The shape is a powerful one, with a strong upward and thus forward momentum. It can be taken to signify being based firmly upon roots, and history, but looking forward to the future and modernity.

The books to either side represent learning and knowledge: the learning of the past to one side, and that of the future to the other. Books have for centuries been a heraldic symbol of learning and universities.

The wheatsheaf at the foot of the shield shows how the county is rooted in agricultural endeavour. It also refers to growth, to harvest (hence results); and this device also appeared in the Arms of the Parts of Holland and Parts of Lindsey, formerly administrative divisions of Lincolnshire.


On the top of a gothic tower is a peregrine falcon.

Rationale: The tower is a visual reference to the towers of Lincoln Cathedral, and thus to the history of the City, and of ecclesiastical learning there. It also refers to culture more generally. The prospect from the top of a tower alludes to strength of vision, to adventure. The peregrine falcon alludes to the birds which nest in the tower, but also to strength and flight, so important to Lincolnshire as RAF County. The falcon also represents far sightedness and preparedness for office or important work.


To either side of the shield, a swan, that to the left looking right, that to the right looking left, and each holding in their beak a fleur de lys.

Rationale: The swan is a reference to the fauna of Lincolnshire and alludes to St Hugh of Lincoln. It is a strong, self-confident and graceful bird, which typically mates for life. The two swans here are in partnership to support the shield. The fleur de lys is a stylized flower related to the iris and lily, the latter of which in particular are associated with water. Its use here alludes to the coat of Arms of the City of Lincoln; this itself probably refers to the Cathedral, dedicated to the Virgin Mary. It long predates heraldry and is found in many cultures around the world and for millennia. It symbolizes the history of world cultures, and internationalism.


A fleur de lys intertwined with an embattled annulet (rather like a cogwheel).

Rationale: The symbolism of the fleur de lys, and its importance in relation to the Arms of the City of Lincoln, is mentioned above. The embattled annulet or cogwheel refers to the engineering heritage and history of Lincoln; more widely to industry, commerce. Symbolically the device can be taken to mean work and endeavour.

The University's Motto

The University's motto is 'Libertas per Sapientiam' which means 'Through Wisdom, Liberty' in Latin. Wisdom resonates with Minerva as the Roman Goddess of Wisdom, while Liberty refers, among other things, to intellectual freedom and resonates with the presence of one of the four remaining original 1215 versions of the Magna Carta in the City of Lincoln.

Logo Use and Brand Guidelines

Logo use by staff and students

Staff and students of the University of Lincoln can download the University's logo in various file formats from the Corporate Identity section of The Portal (intranet). Readymade templates for posters, presentations and other branded materials are also available. Some academic schools and departments have their own official variations of the University logo.

Students who wish to use the University logo on their coursework, such as dissertation covers, may do so without written permission. University staff are also free to use the logo in publications arising from their academic work, such as research reports or presentations, provided the use is consistent with the University’s Corporate Identity Guidelines.

Logo use by third parties

As a registered trademark, the University of Lincoln’s logo is the intellectual property of the University and should not be used by third parties without express permission.

Requests by third parties to use the logo under license should be directed to the University’s Communications, Development and Marketing Department.

Materials incorporating the University logo produced for marketing or communications contexts, whether in-house or by external agencies, should be signed off by the University’s Director of Communications, Development and Marketing. Please contact the Department for advice and guidance at the planning stage and at least two weeks in advance of production by emailing:


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