A ‘brand new’ day dawns at U of L

By Lethbridge Herald on September 9, 2025.

Joe Manio
Lethbridge Herald
Local Journalism Initiative Reporter

On the first day of instruction Monday, students at the University of Lethbridge (U of L) began a new semester with a new brand and logo, a project that has been in the works for almost a year. The new branding was announced during an unveiling event at the Science Commons Atrium.  

Guided by the school’s new strategic plan, inspired by thousands of voices and informed by time-honoured values, the new visual identity respects the university’s trailblazing past, reflects its ongoing evolution and is designed for where it’s going.

The brand’s purpose speaks to building a community of learners fluent in many perspectives. Its promise is to create an atmosphere where people connect deeply and see clearly, enhancing self-awareness, enriching relationships and empowering individuals and communities to

create meaningful and lasting impact.

U of L President and Vice-Chancellor Dr. Digvir Jayas says the time is right for the university to tell its incredible story in a new way.

“The launch of our new strategic plan this spring laid the foundation for the next decade, defining who we are, our values and commitment to the people and communities we serve,” says Jayas. “Our new brand is born out of that work and shaped by extensive engagement sessions with our students, employees, alumni and community partners.”

The new sun consists of radiating beams that reflect light, energy and the enduring legacy that guides the U of L community. Four keystone poles form a tipi’s strong foundation, representing stability, support and collective strength. The central opening looks to the sky, signifying perspective, aspiration and the spirit of shared learning that defines the university.

“It was really cool the way we were able to highlight the indigenous perspective with the sun and the teepee’s symbolic meaning,” says Students’ Union President Alejandro Figueroa. “You’re able to see how much of our student perspective is actually involved in it as well, and I think that’s been one of the nicest parts too as a student being able to be a part of the community. 

More than 1,000 students, faculty, alumni and community members participated in the discovery phase of the branding project.

“The symbolism of our brand includes elements inspired by the land, the sun, the rolling coulees, the open sky, the tipi opening to the world — these are all a part of our story,” says Vice-Provost, Indigenous Relations Leroy Little Bear.

“Together, these elements represent a multitude of perspectives — honouring a diverse community, acknowledging Blackfoot territory, embracing inclusion, and inspiring a future shaped by collaboration and shared understanding.”

Beyond the new logo, the comprehensive brand includes a new brand story, a tone-of-voice strategy, new graphical elements (echoing the topography and form and flow of the coulees), new typography and a purposeful photographic philosophy.

Ensuring the school’s brand is modern, relevant and compelling is also extremely important from a financial sustainability perspective. Articulating UoL’s strengths and unique attributes is critical in connecting with external audiences, including prospective students, alumni, donors, funders and others.

Board of Governors chair Rick Casson says the branding initiative is an important investment in the University.

“Our brand is essential in helping the University differentiate itself from other post-secondary schools. It needs to reflect who we are as an institution, our values and what we aspire to be,” says Casson.

The new brand was 10 months in the making. A brand website has been created detailing the new brand and is available at ULethbridge.ca/brand. As well, the brand story and brand spot videos are available on the University’s YouTube

channel.

The brand transition will be gradual and phased in throughout the University. The university’s legacy shield logo will still be used ceremonially and on official parchments.