The University of Leicester corporate style is designed to strengthen the University's identity in an increasingly competitive sector. The amended logo (September 1999) is a simplification of the original crest focusing on the Coat of Arms as the symbol of heritage. It also reinforces the University's link with the region as it is based upon the coat of arms of the City of Leicester and carries the Rutland horseshoe. The University motto, Ut Vitam Habeant - that they may have life - is a permanent memorial to the past whilst looking forward to future generations and is inscribed on an open book. The University Calendar provides the heraldic description of the coat of arms.