Proposal for the identity of “Universidade de Coimbra – Alta e Sofia, World Heritage”. "To include the University of Coimbra among the sites classified by UNESCO as World Heritage aims not only, nor even mainly, to enhance the brightness of an unforgettable journey through the past, but primarily to have a very strong sense of future: to prevent assaults to the patrimony and dispersion of the collective memory." Prof. Dr. Fernando Seabra Santos, President of the University of Coimbra (2005) Taking into account the words of Prof. Dr. Fernando Seabra Santos, preserving the current brand was for us the starting point. Not only because of its maintenance through time – past, present and future – was a model to unify the identity of the UC, but also so that in future this new brand could easily associate UC Institution to UC World Heritage, contributing to the preservation of its legacy. In the idealization process of this identity, we deconstructed the current insignia symbols. The symbols were simplified in order to optimize the performance of the insignia as a trademark.