Corporate Identity

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.

The full colour University of Lincoln logo

Heraldic Symbolism of the Coat of Arms

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.

The Arms

On a white shield there is a blue reversed pall. At the top of the shield are two books, and at the bottom a wheatsheaf. 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 symbolises 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 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 the future on 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 and to harvest. 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. The tower is a visual reference to the towers of Lincoln Cathedral, and to the history of the city. 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 an 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. The swan is a reference to the fauna of Lincolnshire and alludes to St Hugh of Lincoln. 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 symbolises the history of world cultures, and internationalism.


A fleur de lys intertwined with an embattled annulet. 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 and commerce. Symbolically the device can be taken to mean work and endeavour.

Logo Use and Brand Guidelines

To request use of the University's corporate logo or to request a copy of our brand guidelines, please email If you are a staff member, you can access our brand guidelines as well as range of helpful resources through the University's portal.