Liverpool Hope University

a single corporate identity, with "internal dissonances" persisting. Elford argues that, during its time as Liverpool Institute of Higher Education, the university "had effectively failed to establish an identity of its own".
The university adopted red as the main corporate colour of the Hope brand, contrasted primarily with white. It is the only university in the Liverpool metro area that uses red, a corporate colour more commonly associated with universities elsewhere in the historic "red rose" county of Lancashire (in particular Lancaster, Salford and UCLan). The university uses red for spiritual/theological rather than geographical/historical reasons. Its original (1995–2006) logo (the word "hope" written in red in lower case italics with the tail of the "e" turning upwards and encircling the word) can be found in The Foundation of Hope on the book's title page and rear cover.
In 2016/17 the university began using its coat of arms as its sole corporate logo, emphasising its brand heritage. This involved retiring its most recent modern logo, which had been designed in partnership with the London-based creative agency Fabrik in 2006. (The graphical package produced with Fabrik also included a typeface and general layout and colour-scheme principles for university publications that continued to be used after 2016/17.) The 2006 logo included a red rectangle with the university's name written in white, accompanied by a white Star of Bethlehem in the upper-right corner (this being appropriate to the Star of Bethlehem being a Star in the East: the upper part of the rectangle signifying the sky and east being on the right-hand side of the map). The logo also included the legend EST. 1844 in the bottom-right, a feature which survived after 2016 (sometimes rendered Est. 1844) in the university's variant presentations of its coat of arms in letterheads and other graphical uses. For the 175th anniversary of that year in 2019 the university also presented its coat of arms alongside the legend "175 YEARS OF ACADEMIC EXCELLENCE". …