Slogans are not just hollow words stamped on a university crest, they’re bold declarations, ideological markers that shape identity. Universiti Teknologi Malaysia (UTM) stakes its position with “Kerana Tuhan Untuk Manusia”, loosely translated as “In the name of God, For Mankind.” It’s lofty, profound, and unflinchingly religious. But should a modern university, an institution of science, reason, and universal inquiry anchor its brand so explicitly in theological grounding?
Love it or reject it, this slogan demands engagement.
A History Rooted in Faith
UTM’s original slogan, “Untuk Tuhan dan Manusia” (“For God and Mankind”), seemed straightforward enough, but then came theological scrutiny. Was humanity serving God, or acting because of Him? The latter, scholars argued, aligned better with Islamic principles, God does not need human service, but humans act with Him as their moral compass. Thus, the subtle but significant shift to “Kerana Tuhan Untuk Manusia.”
At first glance, this might seem like a mere linguistic tweak. However, embedded within this change is a defining religious philosophy: every pursuit, from education to scientific advancement, should be rooted in divine guidance. It’s a powerful statement but one that carries implications, especially in a diverse, pluralistic society.
A Branding Move or A Bold Ideological Stand?
Brands thrive on differentiation. Harvard sells prestige. MIT brands itself on cutting-edge tech. UTM? It plants its flag in the intersection of faith and intellectual pursuit. Does this make UTM stronger or limit its appeal?
In a way, it’s a strategic advantage. In a world of soulless branding, this slogan offers depth, moral clarity, and a purpose larger than rankings (hopefully). It signifies that UTM is not just about churning out graduates, like a mill or a factory, but it’s shaping individuals who serve humanity with ethical responsibility. In a country like Malaysia, where spirituality is deeply woven into society, this alignment reinforces credibility and emotional connection.
Yet, globally, questions arise. Would this slogan alienate international collaborations, secular scholars, or students who prefer a neutral academic space? In an era where universities are pressured to remain politically and ideologically neutral, does branding a public institution under a theological banner restrict academic inclusivity?
A Strategic Anchor or A Risky Position?
From a management perspective, slogans aren’t just decoration. They shape organizational decisions. If UTM truly lives by “Kerana Tuhan Untuk Manusia,” its policies, leadership approaches, and academic priorities should reflect ethical and moral stewardship.
This is often the point where inconsistencies start to show. Does UTM consistently apply these ideals in practice? Are business decisions, campus operations, and faculty engagements genuinely driven by moral governance or does bureaucracy, politics, and self-interest dilute the vision? A slogan without alignment becomes hollow rhetoric.
And then, there’s the elephant in the room the tension between faith and science. Can a technological university simultaneously embrace rigorous scientific inquiry while maintaining an explicitly theological framework? The greatest intellectual revolutions often stem from challenging existing norms, pushing boundaries, and questioning doctrines. Is UTM’s slogan empowering intellectual freedom or subtly enforcing a philosophical limitation?
The Inclusivity Question: What If Some Don’t Believe in God?
Malaysia’s Rukun Negara embeds “Kepercayaan kepada Tuhan” (“Belief in God”) as a national principle. But does belief in a higher power necessarily need to be embedded in institutional identity?
For a Muslim majority university, the phrase resonates. But what about secular students, atheists, or those who engage in philosophical skepticism? Should a public institution frame its mission with a theological premise, even if meant as an ethical anchor rather than an explicit religious prescription?
Yet, consider this: must inclusivity always mean ideological dilution? Would softening the slogan to a neutral, sanitized version dilute UTM’s distinctiveness? Perhaps embracing identity unapologetically is a stronger move than trying to appeal to every possible perspective.
Final Verdict: A Legacy Worth Preserving, Not a Passing Trend
Some slogans fade into obscurity and are outdated, irrelevant, or stripped of their meaning over time. “Kerana Tuhan Untuk Manusia” is not one of them. It offers more than just a direction; it embodies a purpose, a guiding philosophy that transcends fleeting trends.
This isn’t just about branding, it’s about identity, resilience, and vision. UTM’s slogan anchors the university in something deeper than rankings, deeper than infrastructure, deeper than mere academic prestige. It reflects a commitment to knowledge that serves a higher ethical calling, ensuring that education remains not just about intellectual growth, but about shaping individuals who act with meaning and responsibility.
In an era where institutions rebrand and reposition themselves endlessly to chase relevance, UTM stands firm. This slogan is far from being a fad, it is a statement that withstands time. Change for the sake of modernization is not always progress. Some ideas hold power precisely because they endure.
“Kerana Tuhan Untuk Manusia” should not change. It does not need to be reinvented. It needs to be reinforced.