Qhawekazi Memani

Committed to inclusivity and diversity, the Vaal University of Technology (VUT) stands at the forefront of a transformative journey that began with a rebranding process in the year, 2021. Recently, the university unveiled a banner, marking a significant milestone. Adorned with the beautiful smiles and gestures of VUT students, the banner transcends mere aesthetics, becoming a symbol of belonging and equal representation within the university’s student body.

In the heart of VUT, the decision to incorporate sign language on the welcome banner and feature VUT students as models reflected the institution’s dedication to embracing the linguistic and cultural diversity within its student body, was embraced by the Marketing and Brand Manager: Tisch Farrell and the team at Corporate Communications. This simple yet profoundly impactful choice went beyond mere symbolism, embodying the university’s ethos in action.

As the banner unfurled proudly at the entrance, the images captured students joyfully spelling out “WELCOME” in sign language. Tisch Farrell, highlights the initiative’s intention to set the tone for a welcoming atmosphere that extended its arms to everyone, including those with hearing impairments. “It became a visual testament to the university’s initiative-taking approach in acknowledging and celebrating the varied needs and backgrounds of the University students,” said Tisch.

Tisch emphasized that the roots of this decision could be traced to the Integrated Transformation Plan (ITP). “While sign language might not have been explicitly mentioned in the plan, it seamlessly aligned with the broader goal of fostering inclusivity. The decision-makers recognized that creating an inclusive environment required tangible actions that resonated with the diverse needs of the student population.”

She added: “The use of sign language on the welcome banner was a practical and visible step towards realizing the inclusive goals outlined in the ITP. By doing so, the university not only acknowledged the unique needs of students with hearing impairments but also sent a powerful message about the importance of linguistic and cultural diversity within its community.”

The decision to feature VUT students as brand ambassadors on the banner added another layer of authenticity. Instead of opting for rented models or stock images, the university chose to highlight its own students, making the message more relatable. Tisch described this choice as a deliberate move to authentically represent the diverse faces and backgrounds that made up the university community.

In the eyes of incoming students and their families, the use of VUT students as brand ambassadors conveyed a sense of camaraderie and shared experiences. It creates a personal connection, a bridge between the University and its prospects. This delicate touch, combined with the visual representation of sign language, has indeed contributed to a positive perception of the University as an inclusive and student-focused institution.

“As the banner fluttered in the breeze, it symbolized more than just a welcome. It was a bold declaration of VUT’s commitment to diversity, inclusion, and a campus where every student, regardless of their abilities, found a place to call home. This tangible embodiment of values promised a transformative and inclusive academic journey for all who entered the welcoming gates of VUT,” concluded Tisch.

The unveiling of this banner has been described by many as timely and relevant as it comes at the wake of the approval of sign language as the 12^th official language of South Africa by the National Assembly in May 2023.