Branding
The original coat of arms was designed in 1900. It features a double headed lion (on the left) and a mermaid holding a mirror and comb (to the right). These symbols owe to the coat of arms of the institution's predecessor, Mason College.
In 2005 the university began rebranding itself. A simplified edition of the shield which had been introduced in the 1980s reverted to a detailed version based on how it appears on the university's original Royal Charter. After a research project into the image of the university, it was decided that a separate logo was required to redefine the institution as modern and contemporary. A new 'word marque', using the "U and B" letters and the Baskerville font (in honour of the Birmingham printer John Baskerville) is used as the primary logo when trying to attract both prospective investors and students. It is also found on campus vehicles. The traditional coat of arms, by contrast, appears on degree certificates and academic documents. The introduction of new signage throughout the campus, featuring the shield rather than the "U and B" logo, was completed at the end of 2006.
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