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Prof Hester Klopper
Prof Hester Klopper, newly appointed Vice-Chancellor and Principal of the University of the Free State.

Re-discovering Our Institutional Heart was the theme of the official opening address of the University of the Free State (UFS) presented by newly appointed UFS Vice-Chancellor and Principal, Prof Hester Klopper, as she addressed UFS staff members in the Odeion Auditorium on the Bloemfontein Campus.

Prof Klopper sketched the current global, national, and local contexts that have affected higher education in general, and the UFS in particular, giving an overview of where the institution has come from, where it currently is, and where it is going. She emphasised the need to focus on the qualities and research areas for which the university has become well known, and to stay true to the values and principles set out in its Vision 130.

“Vision 130 illuminates our way into the future – expounding how we want to establish ourselves as a top-tier university that is continually extending its influence and impact locally, regionally, and globally,” she said.

 

The institutional heart

Prof Klopper referred to the image of a heart that is reflected in the UFS marketing logo, encouraging staff to rediscover what lies at the heart of the institution, and what sets it apart.

“A university such as ours inevitably forms and moulds the lives and characters of the people associated with it; and in turn, it too is shaped and transformed by those who have graced its campuses over the decades. It too has a character. And it certainly has a heart.”

She elaborated on the metaphorical meanings locked up within the concept of a heart, touching on how it symbolised vitality, flow, and energy, interconnectedness, and a sense of belonging. She also highlighted its significance as a beacon of resilience.

“It is associated with courage and steadfastness. Over the past 120 years, the University of the Free State has prevailed despite adversity and has managed to constantly reinvent itself in order to remain relevant, without losing sight of the values in which it is anchored,” she said.

 

Priorities for tenure

One of the broad focus areas that Prof Klopper identified as a priority during her term was establishing the UFS as an innovation and entrepreneurial ecosystem. “This includes advancing transdisciplinary research, moving towards identifying two to three core research themes that address local, regional, and global challenges, and strengthening our unique offering,” she said.

Another focus area will be working towards systemic sustainability, which will include a disciplined approach towards financial management, as well as revision and optimisation of the academic model. She also indicated that internationalisation will be a core theme during her tenure, as will the establishment of the UFS as a first-choice employer and a magnet for talent. To this end, she announced the establishment of a VC Strategic Personnel Fund to grow and attract the best academic talent.

 

Innovation through connection

Prof Klopper concluded that the heartbeat of the UFS lies in innovation through connection.

For her, innovation is expressed in the university’s cutting-edge programme content, its focus on creating a culture of entrepreneurship, optimisation of the academic model, and finding new ways to diversify income streams. On the other hand, connection is reflected in heightened internationalisation, expansive collaborative networks, and a renewed focus on transdisciplinary research and real societal impact through engaged scholarship.

“My sincere wish is that each one of you will rediscover this heartbeat and that it will inspire you this year to take our great institution to even greater heights,” she said.

 

Click to view document Click here for the official opening speech.

News Archive

A brand-new image for historic University of the Free State
2011-01-19

Prof. Jonathan Jansen, Vice-Chancellor and Rector, and Prof. Teuns Verschoor, Vice-Rector of Institutional Affairs, during the media conference to launch the new brand.
- Photo: Hannes Pieterse

A new chapter was written in the history of the University of the Free State (UFS) on Thursday, 27 January 2011 when it launched its revitalised brand image. 

The brand evolution has resulted in the adoption of two primary brands to engage with its stakeholders – an evolved academic crest and a new marketing brand for the institution’s offerings and services. 
 
The university, which recently won the World Universities’ Forum award for academic excellence and institutional transformation, was founded in 1904 as a dynamic learning environment where academic excellence and the development of leadership qualities are long-standing traditions. These values are the backbone of the university and the foundation of the new brand as it seeks to adapt to the changing needs of society, without sacrificing its rich history and heritage. 
 
The process of revitalising and creating a renewed image of the UFS, spearheaded by the university’s inspirational leader, Prof. Jonathan Jansen, started in February 2010 and involved a comprehensive and consultative process to understand the deep insights that underpin the fabric of the institution among its key stakeholders. 
 
“We engaged in one of the most expansive and intensive process of consultations with staff, alumni, senate, council and other stakeholders to determine how and in what ways our brand could signal a more inclusive and forward-looking vision that captured the spirit and essence of the new country and a transforming university,” says Prof. Jansen.
 
The new brand is anchored in the university’s renewed motto “In Veritate Sapientiae Lux” (In Truth is the Light of Wisdom), which has been evolved to embrace the diversity of the community the university without losing its essence. As Judge Ian van der Merwe, Chairperson of the UFS Councilnoted,the motto retains concepts with which not only Christians can identify, but which also accommodate all the different viewpoints of the UFS’s diverse students and staff. Hereby a feeling of unity and belonging is promoted.”
 
The new brand identity was developed by the country’s foremost academic branding authority, the Brand Leadership Group. “We worked with the university to develop a brand that reflects an inclusive, forward-thinking truly South African university in tune with its changing environment which embraces its past, present and signals the future,” says Thebe Ikalafeng, founder of Brand Leadership Group.
 
The new brand has found resonance with the various university stakeholders. “The end product is excellent,” commented Mr Naudé de Klerk, Chairperson of Kovsie Alumni. “It represents a history of hope, excellence, innovation and transformation. Above all, it represents a leap of faith, which extends from a humble beginning in 1904 to the strong and vital academic institution it is today.”
 
Finally, where it matters, the new brand also gets the students’ vote. “Our new brand illustrates and communicates to the rest of the world the message that we as the University of the Free State refuse to be tied down to the failures of the past, but instead confidently sprint forward to the successes of tomorrow,” says Modieyi Motholo, Chairperson of the university’s Interim Student Committee.
 
 
 

Media Release
27 January 2011
Issued by: Lacea Loader
Director: Strategic Communication (actg)
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: news@ufs.ac.za
 
 

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