Newcastle University has applied to trademark a rather rude word, it has been revealed, in an attempt to rebrand itself.
The northern institution has submitted an application to patent C*NT - or Central University of Newcastle upon Tyne as it's otherwise known.
Newcastle has also applied to trademark the Research University of Newcastle upon Tyne, meaning, as City AM points out, its students will effectively be known as RUNTs. Charming.
A Newcastle University spokesman told HuffPost UK: "We have registered these new trademarks to help students who may be searching for us on the web, particularly international students. They are all common variations that people may search for and they will simply help interested students find us quicker."
But Newcastle is not alone in its trademarking ventures; University College London makes sure no-one can misuse its name for massage apparatus, clothing for animals and in preparations for destroying vermin.
An IPO spokesperson said registering a trademark gives any business the exclusive right to use that mark for the purposes of identifying its goods or services within the UK.
"It can also make it easier to take any legal action against any infringement of that trade mark. Any college that is successful in obtaining a trade mark for their name will gain the same benefits as any other business."