Heraldry, mottos, and corporate heritage discovery at the University of Strathclyde: a case of useful learning

• Published in: The journal of brand management Vol. 30; no. 2; pp. 170 - 183
• Main Author: Balmer, John M. T.
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan UK 01.03.2023; Palgrave Macmillan
• Subjects: Business and Management; Case Study; Corporate identity; Heraldry; Legal documents; Logos; Management; Marketing; Taxonomy; Corporate heritage; Heraldry; Mottos; Heritage brand; Coat of arms; University of Strathclyde; Corporate brand
• ISSN: 1350-231X; 1479-1803
• DOI: 10.1057/s41262-023-00316-x

This case history of the University of Strathclyde provides an exemplar of the strategic utility of heraldry—including heraldic mottos —as a valuable and durable visual design mode for corporate brands, and particularly for heritage institutions. With its focus on heraldic visual design, this case retrospective elucidates how the acquisition of a full achievement of arms, and a heraldic motto, led to the rediscovery and revivification of the University of Strathclyde’s corporate heritage during its bicentenary celebrations of 1996. In particular, the heraldic motto ‘Useful Learning’ captured a core philosophy of the institution’s founder. Since 1996, it has become evident that the heraldic motto has informed what the university does apropos its central purpose, strategy, corporate communications, and, significantly, its corporate brand promise, thus demonstrating the efficacy and utility of heraldry and heraldic mottos for certain heritage organisations. The case history also resulted in a broadening of the corporate heritage taxonomy.