University Identity
Logo
The official visual identity logo of Xi’an Jiaotong-Liverpool University (“XJTLU”) consists of the combined Chinese and English university names and the XJTLU 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 XJTLU 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 XJTLU identifier.
Colours
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 XJTLU Visual Identity Guidelines, to learn more about the XJTLU brand resources. (XJTLU account required to download the file)
Light and Wings
The motto of Xi’an Jiaotong-Liverpool University (XJTLU) was unveiled by Executive President Youmin Xi during XJTLU’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” XJTLU is a research-led international university and an independent legal entity in China focused on the science, engineering and management disciplines.
XJTLU’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”.
XJTLU’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. XJTLU’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. XJTLU encourages students in their pursuits of happiness and the launch of their successful careers. The motto of XJTLU 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.
XJTLU Anthem Project
To share the story of XJTLU, carry forward its spirit, and strengthen its brand identity, while celebrating the 20th anniversary of its founding in 2026, XJTLU launched the University anthem project at the end of 2024. Driven by the principle of “By XJTLUers, for XJTLUers”, the project is led by the XJTLU community and supported by professional resources. Through activities like anthem working group and creative reinterpretations, the project invites full participation from everyone connected to XJTLU – students, faculty, alumni, and all those who care about the university’s development-building a shared sense of belonging and pride.
