Trinity College Dublin is to remove the bible from its crest, it has been there since 1592.
They will also change the color scheme on the ancient crest to avoid a clash with Ryanair’s corporate image.
The world famous college is set to be rebranded as ‘Trinity College, the University of Dublin’ in a strategic plan to be launched next year.
The Irish Times reports that it is not only the name that will change at the university, home to the Book of Kells.
Religious symbolism has also been removed from the college’s ancient crest at a cost of almost $140,000 according to the report.
The decision to replace the bible with ‘an open book’ in what it describes as a ‘deliberate and symbolic’ change was approved by the TCD board this week.
The report says the college had previously told staff and students it would retain the Bible along with other symbols on the shield - the lion, castle and harp.
The Bible image, closed with clasps, dates back to the college’s founding in 1592 as the College of the Holy and Undivided Trinity of Queen Elizabeth.
It will be replaced by an open book ‘to signify our tradition of scholarship which should be accessible to all’.
The college says the aim was to create a more ‘forward-facing’ image, along with the institution’s planned new brand name which will be used instead of TCD in all areas except academic publications.
The Irish Times also reveals that the college’s colours are to ‘move away’ from the blue and gold colour scheme on its shield as it is considered too close to that used by ‘value’ brands such as Ryanair, Ikea and Maxol.
Consultants recommended that the number of colours in the university logo be reduced from five to two - blue and white.
The consultants noted blue and gold were commonly used in heraldry but were also often associated with ‘value or convenience’ and cited Ryanair, Ikea, Visa and Walmart as among a number of brands that are associated with blue and yellow.
They said this is a colour combination which they said ‘lacks a sense of quality and sophistication’.
They have proposed white Trinity symbols against a blue background as this creates a ‘modern, crisp’ image.
A blue and gold version of the shield will be included in TCD’s new identity toolkit, designed for use in the likes of marketing, letterheads and seminars.
The consultants also noted that this colour grouping ‘tends to cheapen the overall look and feel’.
The management memo approved by the college board said: “We believe that this endeavour will allow us to better leverage our strengths and further enhance Trinity’s reputation at home and abroad.
“All of us will benefit, owning what we share, and, collectively, helping College to attract the best staff and students, research funding, philanthropic support, and impactful media coverage.”
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