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Wilfrid Laurier University Communications, Public Affairs & Marketing
April 23, 2017
Canadian Excellence

Visual Identity, 1989-2011

In 1989 Wilfrid Laurier University received a Grant of Arms from the Crown through the Canadian College of Heralds.

The shield in the centre of the coat of arms is filled with three emblems: three maple leaves taken from Sir Wilfrid Laurier's personal arms, representing Canada; an open book of learning; and a rose of Luther which was dominant in the arms of Waterloo College and Waterloo Lutheran University, and so commemorates the Lutheran heritage of the University.

The crest above the shield is composed of a mantled helmet, which is topped by a beaver, symbol of industriousness, holding a lamp of learning.

Supporting the shield and crest are two does upon a grassy mound, adorned with three roses of Luther, which is bordered by the University's motto, Veritas Omnia Vincit Truth Conquers All.

The coat of arms is not one of the marks being reviewed as part of the visual identity review.

The university seal displayed to the right is the customary emblem used to identify the University. It contains the main elements of the heraldic coat of arms.

Both the seal and coat of arms are used for ceremonial occasions such as convocation. The seal is also used to mark official University business, and can be found on transcripts, business cards and formal invitations, for example.

The Laurier wordmark is the most commonly used element of the University's current visual identity. Introduced in the late 1980s and refined over the course of the 1990s, the Laurier wordmark can be seen on the website and a multitude of publications such as recruitment brochures, the alumni magazine and internal communication pieces. 

During the centennial celebrations, both the Laurier wordmark and the LAURIER100 mark are being used, depending on the application.

The Laurier centennial logo was introduced in October, 2010 and has been used throughout Laurier's centennial year. The LAURIER100 mark will be in use until December, 2011, and will be replaced by Laurier's refreshed visual identity at the beginning of Laurier's second century in early 2012.

The celebratory LAURIER100 mark has adorned multiple publications and other elements throughout the centennial year, most notably the LAURIER100 banners across all of Laurier's campuses.