The Umbrella Academy season 2 ended with the Hargreeves family returning to the present day, only to learn that it's not quite the timeline they came from. In this new version of the 21st century, the Umbrella Academy no longer exists; Reginald Hargreeves instead created the Sparrow Academy, which has a different team line-up, a different crest, and a different Latin motto.
The members of the Umbrella Academy and the Sparrow Academy were both recruited from the ranks of 43 children who were miraculously born on October 1, 1989, to women around the world who hadn't been pregnant when they woke up that morning. In the original timeline, Reginald acquired seven of the children by buying them from their still-reeling and thoroughly unprepared mothers. He then cultivated their emerging superpowers and trained them into a team of child superheroes: the Umbrella Academy. Reginald's harsh treatment of the children left them riddled with dysfunction as adults, and the younger Reginald was less than impressed by them when they tracked him down in 1963, leading him to do things differently the second time around.
The original Umbrella Academy motto was "Ut Malum Pluvia," which is meant to mean "When evil rains" (though comic book writer Benito Cereno pointed out that the Latin is rather horribly mangled). The crest is shown in detail in the opening minutes of The Umbrella Academy season 1 premiere, and above the motto are images of an umbrella, a bolt of lightning, a skull, and a domino mask. The Sparrow Academy crest was shown in the final minutes of The Umbrella Academy season 2's finale, on the uniform of the alternate Ben Hargreeves. A photo from Five actor Aidan Gallagher's Instagram stories showed it in more detail, revealing that the Sparrow Academy motto is "Canticum in Tenebris," which means "Song in the dark." The crest's images are a sparrow, a pair of crossed swords, a red eye with a teardrop, and a keyhole.
Though the Sparrow Academy and Umbrella Academy's crests and mottos might be different, they convey the same general mission and ideals: protecting the world from evil and darkness. In Reginald Hargreeves' first attempt at creating a superhero team, he used the umbrella as the symbol of them shielding the world from a rain of evil. For the Sparrow Academy, the "song in the dark" appears to represent hope and guidance in times when evil is overwhelming.
Both mottos paint a rather more benevolent picture of Reginald than the reality of a man who turned children into his own personal weapons and demonstrated a general distaste for them as people, using nannies to take care of the actual child-rearing. He subjected the young members of the Umbrella Academy to rigorous training and discipline, sent them into deadly situations, and built a profitable brand off their back of the heroism. Though we haven't seen much of the Sparrow Academy so far, the fact that they're still at home and wearing their uniforms indicates that Reginald may have been more successful in his brainwashing efforts this time around.