Birmingham University is seeking to register its new coat of arms as the institution's official corporate logo.
The university, which earlier this year launched a £120,000 rebranding campaign to shed its "dull and conservative" image, will use the trademark on items it sells, such as academic books and stationery.
In addition, the coat of arms - which features a lion and a mermaid - will also feature on services provided by the university, such as catering, student accommodation providers and bars.
Companies and organisations apply to register names and logos as trademarks in order to set their business and its products or services apart from those of others.
Birmingham University's application comes in the wake of a major drive to change the perception of the 105-year-old institution and make it more exciting, daring and cutting-edge.
Managers hired London-based brand consultants Wolff Olins to lead the rebranding.
As part of the exercise, the university's coat of arms was altered, sparking outrage among some students. The university claimed it was reverting to its more traditional crest.