Logo and Brand Identity
The resultant institution had as a priority to distinguish itself from its previous institutions as a new, adaptable and progressive institution. Early on it was decided that UJ did not want a Coat of Arms and Motto, as are custom with every other tertiary educational institution in South Africa. The administration decided rather to opt for a logo and 'brand identity'. An internal competition was held; where current students could put forward their proposals. In the interim, the previous motto of the Rand Afrikaans University "Diens Deur Kennis" (Afrikaans for Service Through Knowledge) was maintained.
The design of Joey Hifi was chosen as the official logo of the university. Present in the design are 2 hoopoes (upupa africana). The hoopoe is the official mascot of the UJ Sports Bureau. The Hoopoes are reflective of the "coming together" of two respective institutions (originally) and they form the outline or frame of a book, symbolic of education. The hoopoe is also symbolic of freedom, at various levels; personal and social, adaptability and change. The crowned feathers are symbolic of Africa, of which the university places great emphasis in representing. The University has issued a series of highly successful advertisements, which have resulted in critical acclaim.
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