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

被引:0
作者
John M. T. Balmer
机构
[1] Brunel University London,Brunel Business School
来源
Journal of Brand Management | 2023年 / 30卷
关键词
Coat of arms; Corporate brand; Corporate heritage; Heraldry; Heritage brand; Mottos; University of Strathclyde;
D O I
暂无
中图分类号
学科分类号
摘要
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.
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页码:170 / 183
页数:13
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