New logos proposed: University of Pretoria embarks on a comprehensive review of its brand

The University of Pretoria is undertaking a comprehensive review of its brand, which includes a proposal for new logos which are simpler and more modern.

Rikus Delport, the director for institutional advancement at the University of Pretoria, provided details about the brand refresh.

He said the review is needed to ensure the brand remains relevant, effective and aligned with the university’s strategic priorities in a changing environment.

“As a responsible institution, the University has a duty to regularly assess how its brand is managed and used,” he said.

“This includes ensuring compliance with relevant policies and regulations and protecting the University’s reputation.”

“It should also manage potential financial risks and make sure that its brand continues to serve the institution and its stakeholders effectively.”

As part of the brand review, the University of Pretoria has proposed changes to its logo, which will make it simpler and more modern.

However, Delport pointed out that this review is not simply a process about changing the University’s logo.

“It is a broader review of the University’s brand architecture, including how the University and its various entities are represented,” he said.

An extensive consultation process is underway to ensure that the views of the university’s stakeholders are considered before recommendations are made.

Once the review and consultation process is complete, recommendations will be submitted to the University Council.

Delport said that the council is the only body authorised to approve changes to the university’s brand architecture and visual identity.

“No decision has been taken to change the University’s logo or any other aspect of its visual identity,” he said.

New proposed University of Pretoria logos

As part of the brand review, the University of Pretoria proposed a change to its logo, which includes simplified and modernised versions.

This change, should it be approved, will follow many previous changes over the University of Pretoria’s 118-year history.

The university’s logo dates back to 1910, when the coat of arms of the Transvaal University College was designed by Miss Etheridge from Bloemfontein.

Although it was already in use from August 1910, it was only approved by the Council of the College as the official coat of arms on 16 February 1911.

In 1930, the Transvaal University College gained full university status to become the University of Pretoria.

The Students’ Representative Council (SRC) spearheaded the creation of a formal, heraldically sound Coat of Arms.

The shield was divided by a golden Y-shaped inverted pall, which included many key elements and symbolism.

• Three Bees: Derived from the coat of arms of the City of Pretoria, representing industry, hard work, and productivity.  

• Three Rings: Representing unity and connection.

• The Ox Wagon: A historical nod to the Voortrekkers and the former Zuid-Afrikaansche Republiek.

• Anchor and Open Book: Placed above the shield, the anchor signifies hope and steadfastness, while the open book symbolises academic scholarship.

• Motto: “Ad destinatum persequor”, which means “With zeal and perseverance I strive towards the goal”

In the years that followed, the full ceremonial coat of arms underwent minor graphical standardisations to streamline its rendering.

In the 2000s, the University of Pretoria updated its identity to balance historical institutional heritage with modern digital branding.

The biggest change was that the logo integrated the university’s official title across three languages: Universiteit van Pretoria, University of Pretoria, and Yunibesithi ya Pretoria.

The latest proposed changes simplify the design. It removes the bees, rings, ox wagon, anchor, and book.

The design has no identifiable elements like the old logo. The proposed new logos are provided below.

University of Pretoria proposed logo changes