When the primary academic mark is smaller than two inches long, however, and when the space calls for the use of the vertical simplified academic mark, “vita, dulcedo, spes” will be omitted from the seal. Liam Kelly The Notre Dame Visual Brand details the new branding guidelines for University logos. He continued that without the Latin in the crest, the academic mark can be better incorporated into marketing material and embroidered apparel. More broadly, moreover, the University is seeking to create an easily identifiable mark for the University other than the “ND” monogram used for Notre Dame athletics. He also argued it creates a more professional look when Notre Dame interacts with other elite universities.