The flag of the Universidad Autónoma de Guadalajara (UAG) consists of two colored stripes with the university’s coat of arms at the center. The colors red and gold have been part of the university’s identity since its founding, chosen for their rich symbolism:

• Red represents the blood shed in the struggle for the university’s founding, particularly honoring the Martyrs of Academic Freedom: Salvador Torres González, Crescenciano Núñez, and José López. It symbolizes the passionate ideals of autonomous university members, the spirit of struggle, and the birth of a great institution. Like the rising sun, it represents the dawn of freedom.
• Gold symbolizes the nobility of spirit, the righteousness of intentions, the supremacy of the spirit over material things, and the essence of moral integrity.

Together, these colors reflect the university’s enduring values of freedom, integrity, and academic excellence.

The flag of the Federation of Students of Jalisco (FEJ) features the federation’s coat of arms set against a white background. The coat of arms displays a red circle, symbolizing the passion for preserving university ideals, with the white initials "FEJ" at its center.

Our mascot "OWLIVER", the Tecolote (owl), symbolizes wisdom and vigilance, embodying the spirit of all academic, university, and student activities. According to tradition passed down from the university’s founders, many early UAG students attended classes at night because they, along with their professors, worked during the day to support themselves. People would say, "They look like tecolotes," referring to their late-night studies. Since then, the nickname "Tecos" has become a proud identifier for members of the Universidad Autónoma de Guadalajara community.

The UAG coat of arms combines elements from the UNAM coat of arms, with which the UAG was originally affiliated, and the coat of arms of the state of Jalisco. It features a two-headed bird: a condor on the left holding a book, symbolizing knowledge, and an eagle on the right holding an Aztec mace, representing strength. Together, they symbolize Latin America as a united nation, inspired by Dr. José Vasconcelos, philosopher, former Secretary of Public Education of Mexico, and creator of UNAM’s emblem.

At the center is the coat of arms of Guadalajara, granted by Emperor Charles V in 1539. The motto, "Ciencia y Libertad" (Science and Freedom), reflects the belief that freedom is defended through knowledge and strength.

The coat of arms is integral to the university’s identity, appearing on degrees, academic documents, agreements, theses, and prominently displayed on campuses and official events.

The isotype features a graphic that simulates a wing, representing an abstract form of our institutional icon, the Tecolote (owl), which symbolizes wisdom, knowledge, and infinite learning—the core purpose and mission of the university. It also represents freedom, reflecting the university’s philosophy and reinforcing the principles of its autonomy.

Additionally, the wing shape evokes the universal symbol of knowledge: the book, represented by ten pages, emphasizing the academic excellence the institution provides.

The colors are the original institutional shades defined at the university’s founding, preserving our essence and identity. The typography is strong and clear, with subtle serifs adding elegance while conveying the solid foundations of our institution. The primary version of the logotype consists of both the isotype and logotype, accompanied below by the ASU affiliation: “Powered by Arizona State University.”