Animals have long played a powerful role in university branding. Drawn from heraldic tradition, they act as visual shorthand for identity, values, and continuity. Whether carved into historic crests or refined into modern logos, animal imagery gives institutions character and symbolic depth.
Symbolism and strength
Universities such as University of Oxford, University of Cambridge or University of St Andrews incorporate animals like lions and unicorns into their coats of arms. Traditionally, these creatures represent virtues such as courage, ambition, protection or aspiration; projecting authority while reinforcing heritage.
We also work very closely with LSE who have ‘Felix the Beaver’ created in 1922 and chosen for its industrious, hardworking and sociable nature.
From crest to clothing
The real power of these symbols is felt in everyday life. Just as people use clothing to express identity and belonging, students wear university apparel to signal affiliation and pride. A hoodie bearing a lion, unicorn or beaver is not just branded merchandise; it is a statement of shared values and collective history.
Clothing allows students to project who they are - or who they aspire to be. When those garments carry animals associated with strength or resilience, students symbolically embody those qualities.
In this way, institutional branding and personal identity intersect. The university provides the symbolic language; students bring it to life through what they wear. The animal moves from shield to sweatshirt, from historic emblem to lived experience - bridging tradition, community, and self-expression.
In the end, animals endure in university branding because they do more than decorate a crest: they capture the spirit of the institution and the aspirations of its community. As these symbols move from heraldry to hoodies, they continue to connect past and present, embodying shared values that students proudly carry with them. Their strength lies in their ability to evolve while keeping tradition alive, making them a timeless part of university identity.
