UB launches newlook logo

ISAIAH MOREWAGAE
Staff Writer | Friday August 8, 2008 00:00

Vice Chancellor Professor Bojosi Otlhogile, saw the need, for re-branding as competition for tertiary education in Botswana has grown tremendously.

Speaking at the launch on Tuesday, Prof Otlhogile dismissed the perception that UB offers outdated courses, saying the university is constantly engaged with industry captains to ensure it produces marketable graduates.

'We reviewed our old brand to ensure that it keeps up with modern trends and repositioning it to meet future challenges,' Otlhogile said. 

In essence, a brand is not a luxury but a necessity, he noted, adding that they have learnt from participants of the perception audit that UB offers the best education nationally and that it competes favourably with the best in the world.

The vice chancellor asserted that UB produces future leaders and industry captains as well as distinguished international scholars and academics.

However, he indicated that much still needs to be done to place the university as a world-class institution. 'Comments from various stakeholders indicates some weaknesses of approach to marketing of the university including variance and ambiguity in communication messages,' he said.

Otlhogile added that inconsistency in branding visuals, including corporate colours, lack of robustness and aesthetic synergy of the current logo prompted the need for the new logo that promises to catch the eye of both the young and told. 'Our current logo may be lagging behind modern captivating marketing trends,' he said.

Otlhogile lamented the fact that the brand has taken a year to develop. 'The project was initially intended to coincide with the 25th anniversary of the inauguration of the university last year, but the deadline was later changed.'