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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Famous quotes containing the words brand and/or identity:
“Censorship is never over for those who have experienced it. It is a brand on the imagination that affects the individual who has suffered it, forever.”
—Nadine Gordimer (b. 1923)
“Adultery is the vice of equivocation.
It is not marriage but a mockery of it, a merging that mixes love and dread together like jackstraws. There is no understanding of contentment in adultery.... You belong to each other in what together you’ve made of a third identity that almost immediately cancels your own. There is a law in art that proves it. Two colors are proven complimentary only when forming that most desolate of all colors—neutral gray.”
—Alexander Theroux (b. 1940)