Building a strong brand is crucial for the University of Pretoria (UP) to establish and communicate its unique identity, values and strengths to the world.

A strong brand can attract top students, faculty and staff, as well as funding and partnerships with industry, government and other organisations. Universities with a robust brand also enjoy a stronger reputation, greater visibility and wider recognition, which can lead to attracting top students, better employment opportunities for graduates, and being perceived as having more impactful research outcomes.

For UP to remain competitive in the constantly evolving global education landscape, we need a distinctive brand.

Our brand’s purpose is to create, apply and share knowledge, and we demonstrate this with our “Make today matter” brand line. The work that we do has an impact, not only for today, but also for the future through the graduates and research that we produce.

As a brand, we have an innate aversion to complacency and are quick to react to the fast-changing world around us. We have an unwavering commitment to excellence that permeates through everything that we do, be it day-to-day interactions with students and other stakeholders or doing research in the field. We value transdisciplinary and interdepartmental collaboration and we draw strength from diversity.

Ultimately, we are driven to create a lasting, positive impact on this world and remain enthused to build a better future together by being courageous, contemporary and respectful.

This is why we live and breathe our brand essence: Make Today Matter.