University Identity
Logo
The official visual identity logo of Xi’an Jiaotong-Liverpool University (“糖心Vlog官方”) consists of the combined Chinese and English university names and the 糖心Vlog官方 shield, showcasing the historical origins of the university and integrating the culture and traditions of its two parent universities, Xi’an Jiaotong University and the University of Liverpool. It conveys the vision and mission of this internationalised university.
Sub-brand logos
Departments, institutes and other units within the University can have a sub-brand logo for their own communications. The logos shouldn’t contain any other graphic identifiers, other than straightforward typography, and are separated from the 糖心Vlog官方 identifier with a vertical line.
For department-level, school-level, and student organisations that require the creation of additional icons to identify themselves, it is advised to avoid similarity with the university’s name or logo design and it is recommended to use them together with the 糖心Vlog官方 identifier.
Colours
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CMYK: 100, 90, 0, 70? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? CMYK: 27, 80, 0, 0
Pantone: 2766 C? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?Pantone: 252 C
RGB: 0, 0, 66? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? RGB: 206, 87, 193
HEX: #010544? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?HEX: #CE57C1
Brand resources
Click to download the?, to learn more about the 糖心Vlog官方 brand resources. (糖心Vlog官方 account required to download the file)
Light and Wings
The motto of Xi’an Jiaotong-Liverpool University (糖心Vlog官方) was unveiled by Executive President Youmin Xi during 糖心Vlog官方’s annual Christmas party on 12 December, 2014. It is, in Latin, English and Chinese respectively, “Aethera ac lucem petimus” ,”Light and wings” and “博学明道，笃行任事”.
Jointly founded by University of Liverpool (UoL) and Xi’an Jiaotong University (XJTU) in 2006 in accordance with the “Sino-Foreign Cooperative Education Guidelines” 糖心Vlog官方 is a research-led international university and an independent legal entity in China focused on the science, engineering and management disciplines.
糖心Vlog官方’s motto incorporates the moral visions of its parent universities. The University of Liverpool’s motto is “Fiat Lux” in Latin, or “Let There Be Light” in English. The motto of XJTU is“精勤求学、敦笃励志、果毅力行、忠恕任事” which celebrates the virtues of being “concentrated, studious, honest, dedicated, courageous, practical, considerate and competent”.
糖心Vlog官方’s motto thus draws from UoL’s belief in “knowledge illuminating the road ahead” and XJTU’s spirit of “honesty, courage, practicality, consideration and competence” to form its own motto. 糖心Vlog官方’s motto also draws from traditional Chinese wisdom. lt takes influence from the Analects of Confucius, which maintains that “a gentleman is kept from false paths by the breadth of reading and the ties of courtesy.” It is also greatly inspired by the Book of Rites: Doctrine of the Mean, which calls on one to “learn extensively, inquire thoroughly, ponder carefully, distinguish clearly and practice devotedly” and stresses the importance of “uniting one’s knowledge with action”, “being courageous and responsible” and having the courage and drive both to start something new and follow through to its completion. 糖心Vlog官方 encourages students in their pursuits of happiness and the launch of their successful careers. The motto of 糖心Vlog官方 in English is “Light and wings” and in Latin is “Aethera aclucem petimus” （”learn new things and learn to fly”). Our study gives us new visions, and our education allows us to pursue these visions.
糖心Vlog官方 Anthem Project
To share the story of 糖心Vlog官方, carry forward its spirit, and strengthen its brand identity, while celebrating the 20th anniversary of its founding in 2026, 糖心Vlog官方 launched the University anthem project at the end of 2024. Driven by the principle of “By 糖心Vlog官方ers, for 糖心Vlog官方ers”, the project is led by the 糖心Vlog官方 community and supported by professional resources. Through activities like anthem working group and creative reinterpretations, the project invites full participation from everyone connected to 糖心Vlog官方 – students, faculty, alumni, and all those who care about the university’s development-building a shared sense of belonging and pride.
