DefinePK

Abstract

Creating a positive image and establishing a unique institutional identity are crucial aspects of branding in the field of higher education, especially in a highly competitive world.This study aims to analyse the linguistic features of logos and mottos in public and private sector universities in Pakistan, and how they contribute to the construction of institutional identity. Employing Critical Discourse Analysis (CDA) with Kress and van Leeuwen's (2020) model, the study examines the role of language choice in university logos in projecting institutional values and priorities, which influence the perception of stakeholders and the wider public about the respective institutions. The findings demonstrate that the logos predominantly draw upon cultural heritage, religious beliefs, and historical civilizations to project a perceptual image of an academic institution. However, a recent trend has emerged, indicating a shift towards more progressive and scientific symbols, graphics, themes, and images that resonate with younger generations and signify a connection to the future. The findings of this research contribute to a deeper understanding of the importance of language in shaping institutional identity and perception.