Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

University Seal (Minerva)

Our university seal employs the Roman goddess of wisdom and is our oldest institutional symbol, dating back to at least the 1830s. The seal’s appearance has evolved over the years, but its use as the formal symbol of our university’s academic integrity remains constant.

Restricted Use

Use of the university seal (Minerva) is reserved for the Office of the President and official communications that identify university-wide policies, proceedings and awards.

For example, the Alumnus of the Year is considered a university-wide award qualifies for Minerva use; the College of Arts & Sciences Hall of Honor is considered a unit-based award and as thus does not qualify.

The seal should not be used on academic posters or presentations, in advertising, publications or printed materials that publicize a program, activity or service of the university.


If you have questions about the use of the university seal, please contact the Office of Communication & Marketing at 502-852-6171 or

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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171