University of Lethbridge Launches New Logo and Branding Identity

The University of Lethbridge (U of L) introduced its new branding identity and logo on August 28, 2023, coinciding with the start of the academic year. This initiative reflects the institution’s vision for the future while honoring its historical roots. The unveiling event featured several speakers, including Michelle Helstein, Provost and Vice-President of Academics, who emphasized the significance of the new design.

The new logo takes an evolutionary approach, incorporating familiar elements such as the sun and the Fiat Lux motto, which translates to “Let there be light.” Helstein noted that the emphasis on the sun symbolizes the university’s origins and the community that supported its establishment in the late 1960s. She stated, “What you really do see is an emphasis on the sun – that’s part of our history, part of the community that brought this university together.”

Additionally, the design acknowledges the U of L’s commitment to Indigenous peoples. The logo features four keystone poles, representing the foundation of a tipi, which symbolize stability, support, and collective strength. The central opening of the logo points skyward, signifying perspective, aspiration, and the spirit of shared learning.

The color scheme of blue and gold is a tribute to the U of L Pronghorns, reflecting the dedication and resilience of student-athletes. Helstein expressed her enthusiasm for the branding, stating, “The thing I’m most excited about is that it really does, I think, speak to students and what we do for students and what students do for this university and for the City of Lethbridge.”

The branding project has been in development for approximately one year, during which the university conducted extensive consultations. Input was gathered from over 1,000 participants, including students, faculty, and alumni, ensuring a comprehensive representation of perspectives within the university community. Helstein remarked that this collaborative effort has led to a renewed narrative for the U of L, one rooted in a profound sense of connectedness.

This new branding identity represents not only a visual change but also a commitment to fostering an inclusive environment where students can thrive. The initiative aims to prepare students to engage with diverse viewpoints and confidently navigate their futures.

As the University of Lethbridge embarks on this new chapter, the evolution of its branding reflects a commitment to both tradition and innovation, positioning the institution for success in the years to come.