New pay-off line defines our unique attribute

Innovation through diversity – the new pay-off line for the North-West University (NWU) - will be brought to life soon through marketing, communication and advertising campaigns aimed at enhancing and strengthening the new brand for the University.

The new pay-off line, which is aligned to the University’s brand essence and brand positioning, was inspired by a competition entry from a master’s student at the Potchefstroom Campus, Ms Malebo Matlala.

Ms Matlala has scooped a R5 000 cash prize for submitting a pay-off line that resonates with the University’s brand essence and positioning.

The pay-off line was approved by the Institutional Management on 22 April 2008 following a thorough evaluation process of the 231 competition entries by the Institutional Corporate Brand and Identity Committee (ICBID) and Johannesburg-based brand expert Mr Gordon Cook.

The pay-off line will replace the current pay-off line “Getting it right, Ons doen dit reg, Re dira sentle” and will apply to the Institutional Office and the three Campuses.

“The new pay-off line articulates the essence of our strategic intent and says we are harnessing diversity and allowing our students and staff to be who they want to be and in return enrich our innovative spirit,” Dr Theuns Eloff, Vice-Chancellor, says.

According to Ms Phumzile Mmope, Executive Director: Corporate Affairs and Relations, the new pay-off line captures the essence of that which distinguishes us in the higher education sector and beyond.