Slogans are so important in any field, whether its products, services, business, sports, education, food, and many others. Some brands are known by their slogans, e.g., “Just do it” is of course Nike’s; “I am worth it” is Loreal, “creating a knowledge society” is ours.

So, let’s go back to the university slogans, each university has a committee that must come up with a sentence that would be used on all its advertising campaigns that will help to attract students to it.  I was part of such advertising campaign when I worked at a university in New Zealand, and we came up with the slogan “trades are hot” meaning that students who join a trade are going to be “a hot commodity and will have a hot job”. We had meetings after the other to decide on the slogan, each came up with ideas, we sorted, mixed and matched until we came up with this slogan.  The slogan is like a book title, you will buy the book because of its name, not because of the content, hence the university slogan, you will enter the university because of its slogan, you will buy a product because of its slogan, you will be influenced because of the slogan.

However, I did a collection of slogans from 100 universities, and then checked the ranking of each. The better the ranking, the nicer is the slogan. For example, Harvard’s is “Veritas” (says it all), Oxford’s is “Dominus illuminatio mea” which means the Lord is my light, Cambridge’s is “Hinc lucem et pocula sacra” which means, from here [we derive] light and sacred draughts. Only few universities use Latin in its slogan/motto, others use English or Arabic or any other language depending on where the university is located.

Below you will find a few slogans of universities located in Australia, USA, UK, Canada and New Zealand.  I encourage you to read them and ascertain to yourself that you are not going to any university just because of their nice slogan. Choosing universities must be a very well calculated decision, as you are going to spend the best 4-5 years of your life in it.  It is not a bottle of perfume that you can chuck away if you didn’t like it.  Choosing a university is like wearing a tattoo on your face, you are stuck with it.  Enjoy reading.



University of AdelaideThe light [of learning] under the [Southern] Cross
Charles Darwin UniversityChange your World
Deakin UniversityWorldly
Griffith UniversityKnow More. Do More.
La Trobe UniversityWhoever seeks, finds
University of Newcastle I look ahead
University of South AustraliaEducating professionals. Creating and applying knowledge. Engaging our communities.
Western Sydney UniversityUnlimited
Australian National UniversityFirst to learn the nature of things
Charles Sturt UniversityFor the public good
Flinders UniversityInspiring Achievement
University of SydneyThe constellations change, [but] the mind [remains] the same
University of Western AustraliaSeek Wisdom



Simon Fraser UniversityWe are ready
University of Manitoba“Flourish” or “Prosper”
Royal Roads UniversityLife. Changing


New Zealand:

University of CanterburyTherefore your fields will remain (yours)
Auckland University of TechnologyExplore your future options
Massey UniversityLet knowledge flourish
University of AucklandBy natural ability and hard work


United Kingdom:

City, University of LondonTo Serve Mankind
Glasgow Caledonian UniversityFor the Common Weal
Manchester Metropolitan UniversityMany Arts, Many Skills
University of GloucestershireIn spirit and truth
University of ExeterWe follow the light
University of East AngliaDo Different
University of ManchesterKnowledge, wisdom, humanity
Queen’s University BelfastFor so much, what shall we give back?
Bournemouth UniversityTo Learn is to Change
Cranfield UniversityOut of darkness, light
University of AberdeenThe beginning of wisdom is fear of the Lord
University of BirminghamThrough efforts to high things
University of GlasgowThe Way, the Truth, and the Life
University of LiverpoolThese days of peace foster learning
University of SalfordLet us seek higher things
University of WestminsterThe Lord is our Strength
University of YorkOn the threshold of wisdom
University of the West of EnglandLight Liberty Learning
Anglia Ruskin UniversityExcellence through partnership
Birmingham City UniversityDo what you are doing; attend to your business
Napier University, EdinburghWithout knowledge, all is in vain
Plymouth UniversityExplore, Dream, Discover
RGU UniversityNow by all your mastered arts
Swansea universityTechnical skill is bereft without culture
University of HertfordshireSeek Knowledge Throughout Life
University of NorthamptonTransforming lives, inspiring change
University of PortsmouthLet us follow the Light
Birkbeck universityIn night is counsel
Queen Mary University of LondonWith united power
Royal Holloway, University of LondonTo be, rather than to seem
Royal Veterinary Collegeconfront disease at onset
University of Central LancashireFrom the Ground to the Sun
University of HullBearing the Torch [of learning]
University of SunderlandSweetly absorbing knowledge
Durham UniversityHer foundations are upon the holy hills
Keele UniversityThank God for All
Kingston UniversityThrough learning we progress
University of LancasterTruth lies open to all
Liverpool John Moores UniversityFortune Assists the Bold
University of SheffieldTo discover the causes of things
University College DublinTo the stars
University of HuddersfieldInspiring tomorrow’s professionals
University of LeedsAnd Knowledge Will Be Increased
University of LeicesterSo that they may have life
University of LincolnThrough Wisdom, Liberty
University of StrathclydeThe Place of Useful Learning
University of SussexBe Still and Know


United States:

Drew UniversityFreely you have received, Freely give
George MasonFreedom and Learning
Marshall UniversityBE PROUD
University of Alabama at BirminghamKnowledge that will change your world
Saint Louis UniversityWisdom Builds
University of South FloridaTruth and Wisdom
Northeastern UniversityLight, Truth, Courage
Pace UniversityOpportunities
University of TulsaWisdom, Faith, Service
Florida Atlantic UniversityWhere Tomorrow Begins
Richard Bland CollegeCreate your journey
University of MassachusettsBy the sword we seek peace, but peace only under liberty
University of IdahoOpen Space. Open Minds.
University of New HampshireScience, Arts, Industry
University of Rhode IslandThink big. We do.
University of North TexasWe are the Mean Greens
Wheelock CollegeTough Enough to Inspire a World of Good
James Madison UniversityKnowledge is Liberty
Long Island UniversityTo the city and to the world
Merrimack CollegeThrough Knowledge to Wisdom
Roosevelt UniversityDedicated to the enlightenment of the human spirit
Texas A&M UniversityTo develop leaders of character dedicated to serving the greater good.
City College of New YorkLook behind, look here, look ahead
University of VermontThrough Studies and Upright Affairs