Brand 101

Who We Are

At the University of Lethbridge, we believe every person is born with the ability to shine. Our motto, Fiat Lux – let there be light, represents the heart of our university. It speaks to the force of will, the spirit of determination and the desire to achieve that lives within all of us.

We support the notion that individuals should embrace knowledge and by doing so, will develop the necessary skills, strength, and elasticity to excel in our world today and tomorrow. We are a comprehensive university that is experiential and diverse. Grounded in the ideals of liberal education, we advance knowledge through research and creative achievement. We are committed to offering students an enriching experience. We are a university that reaches beyond our walls and we encourage our students to do the same. We are a place of learning, critical thinking, and intellectual exchange — a place of reason, inquiry, and personal responsibility. We are a community built around people. Founded on traditional Blackfoot land, we provide an inspired setting that is a destination for scholars and students alike. We are Alberta’s Destination University.

Brand Promise: Engage life with confidence.

The Brand Position: Shine
SHINE translates FIAT LUX into a front-facing positioning narrative that can be segmented according to audience and archetype.

From the heart of southern Alberta to the farthest reaches of space, we seek to understand the intricate connections uniting us all.
Through inquiry, creativity and collaboration, a desire to create healthier and more prosperous province, country and world drives us.

We are a place where every person has the potential to shine.
By inspiring and supporting student potential, we build leaders, innovators, thinkers and doers prepared for careers of the future and inspired to create positive change.

A university founded by the citizens of southern Alberta, connection to our community is at our core.
Our campuses spark curiosity and inspire lifelong learning for all. Our collaboration with industry, businesses, organizations and individuals build stronger communities.

We turn our aspirations for environmental, social and economic sustainability into action.
Through education, research, policy and dialogue, we champion the natural world, quality of life and prosperity for the benefit of all.

What We Do

Inspired by the entrepreneurial spirit central to southern Alberta and grounded by strong community ties, the University of Lethbridge is a catalyst for inquiry, an incubator of ideas and a leader in innovation and discovery.

Our approach to liberal education, combined with unique research opportunities, encourages curiosity. Our students think beyond the boundaries of our campus, our faculty cultivate innovative solutions and our alumni consistently raise the bar. We transform ideas into outcomes.

We believe education is a goal, a journey, and a philosophy, but not an end state. We strive to ignite a passion for learning that will continue to evolve over time. Through inspiration, innovation, and focus, we’re teaching the students of today to be the leaders of tomorrow. We empower everyone who has ever and will ever walk through our halls to be leaders, innovators, thinkers, and doers through whatever paths their career or life may take them. We create opportunities for people to shine.

What Defines Us

Liberal Education

As a university, we provide a future-focused education. We set the stage for lifelong learning, which is essential to personal and widespread success. We provide proven, innovative, experiential programs that encourage students to develop critical-thinking and problem-solving skills.

Liberal education challenges students to engage with our world, developing their analytical skills and prodding them to think through the ethical, civic and societal implications in the world around them. A flexible mind reacts to challenges differently, more proactively. Liberal education is practical education. Our graduates are equipped with resilient skills that will serve them regardless of the path they choose.

Relevant Research

The multidisciplinary nature of our research institutes and centres illustrates how our researchers tackle issues from every angle. We foster partnerships with businesses and industries to advance knowledge and sustainable outcomes. A comprehensive, research and liberal education-based university are essential in imparting more than knowledge, but to unlock human potential.

Student-Inspired Setting

Learning opens the world to minds ready for the journey, a personal journey of creativity, investigation, and discovery. At the University of Lethbridge opportunities for students to explore what they are passionate about are plentiful. We are a university that prepares students for real-life challenges with a tenacious southern Alberta spirit that is vibrant and inspiring.

Immersive Experience

Developing life success skills doesn’t only happen in the classroom. We encourage student involvement at every level — providing leadership and volunteer opportunities not only within the University but with many external partners and organizations. We are a university that inspires research-informed teaching and learning, creative discovery, experiential opportunities, and community engagement. We have world-renowned researchers who are not only seeking answers to the important questions facing our society today but inviting students to join them on the investigative journey. We are fostering the next generation of researchers, innovators, entrepreneurs and community leaders.