Corporate Branding and Collegiate Coats of Arms as Logos: Marked Ceramics and the University of Cambridge

Abstract

Corporate branding and logos are typically conceived of as mid-20th-century phenomena. This study provides a greater time depth to these concepts, by considering ceramics used by the colleges of the University of Cambridge between the late 18th century and the current day. It also considers corporate branding and logos in terms of well-established institutions, which were already deeply associated with preexisting symbols such as coats of arms. As well as being functional items collegiate ceramic tablewares fulfilled a range of symbolic functions, including both reinforcing overall group identity as well as internal status divisions.