Making the UP Brand Matter

The University of Pretoria is one of the world’s top universities, with more than a century of academic excellence behind us. We are globally recognised as a leader in groundbreaking and impactful research that transforms lives and societies, creating a better future by making a difference today.

We believe our purpose is to CREATE, APPLY, and SHARE knowledge. At the heart of the University of Pretoria is a philosophy that is founded on the principles of dynamism, agility, innovation, and purpose.

We believe that within every moment of every day lies the potential to change the world. And that by taking positive action today, we can positively impact our futures.

It’s a single idea that holds everything: Make today matter.

Making today matter means…
Knowledge Matters

Every day we endeavor to create, apply and share knowledge through the things we have discovered and the people we help develop.

Opinion Matters

Driven through unique insight, our story of excellence is unfolding to be a leading African voice within the global academic narrative.

Research Matters

Together we strive to be Africa’s leading research-intensive university, recognized internationally for our quality, relevance and impact.

Excellence Matters

We diligently pursue excellence in everything we do, from research and teaching to learning and engaging.

Diversity Matters

Our different backgrounds, experiences, culture and history culminate in a unique strength that shapes our potential for excellence.

Learning Matters

We never stop questioning, pushing, discovering, yearning. Academic freedom, integrity, accountability and social justice are the foundations of our pursuit of knowledge.

Sustainability Matters

We produce socially impactful research to find solutions to the world’s most pressing issues.

Impact Matters

We inspire. We enable. We engage. Together we transform knowledge into positive impact for the future.


The University of Pretoria’s brand encourages us to all to live intentionally and make today matter, representing our values of action, excellence, diversity, and collaboration.

It’s a call to action that reminds us that every day has the potential to change the world, and what we do matters as we create the future we want to live in.

Make today matter.

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