Durham University, the trading name of the University of Durham, uses a shield-based crest as its primary logo. The mark is built around the university’s historic coat of arms, which was officially granted on May 18, 1843.[1] The current logo pairs this shield with a wordmark reading “Durham University” in a serif typeface.[2]
Design and History
In March 2005, a review of the Durham brand resulted in a change of name and logo that was introduced throughout the university. The institution would now generally be known as “Durham University,” and the new logo was registered as a trademark of the University of Durham.[3] The official name of the institution remained the University of Durham, and the official coat of arms was unchanged.[4]
The rebranded logo was created around the existing shield-based crest, giving the old graphic a bolder, more striking appearance. The redesign simplified the lions, linked the chevron to the cross where it had previously been contained, softened the inner corners of the cross, and added a curve to the exterior of the shield. The canton, the small upper-left section of the shield, was upgraded to a full quarter in the newer graphic.[2]
The university’s coat of arms is described in heraldic terms as: Argent, a Cross patee quadrate Gules; a Canton Azure, charged with a Chevron Or between three Lions rampant of the first.[5] In plain terms, this means a white or silver shield bearing a red cross, with a blue canton in the upper-left corner containing a gold chevron between three gold lions.[6]
Meaning and Symbolism
The university’s official motto is “Fundamenta eius super montibus sanctis,” taken from Psalm 86 in the Latin Psalter.[5] The shield itself is the university’s official coat of arms, and the current logo is a modernized graphic adaptation of that heraldic device rather than a new symbol.[2]
The university’s signature color is Palatinate purple, a shade associated with Durham University and used in its academic dress.[7] The name “Palatinate” alludes to the historic status of Durham as a County Palatine.[8] The shade of purple used in Durham University’s corporate branding online from 2019 is defined as RGB 104, 36, 109, with the hex code #68246D.[9]
Typography and Design
The branding switch from “University of Durham” to “Durham University” was accompanied by a new wordmark set in Baskerville, a serif typeface chosen to provide a more refined and modern look than the less modulated text used previously. The capital “D” of “Durham” features a curve tapering into a strong ascender.[2]
The current logo is a registered trademark of the University of Durham, and the university maintains brand identity guidelines for its use across applications.[10] The complete, trademarked university logo is restricted to official university use; student societies are permitted to use the “Durham University” name, shield, and color but not the full trademarked logo.[11]
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