Guiding principles

Our Guiding Principles describe Oxford Brookes University at its best and define our way of doing things. They show the character of our staff and shape the character of our graduates.

As part of our emerging 2035 Strategy, we have included the new Guiding Principle of Inclusivity. This sits alongside our established principles of Confidence, Enterprising creativity, Connectedness and Generosity of spirit.



We take positive steps to create an environment in which we celebrate, value, and provide equal opportunity to all.


We have confidence in our staff and students, and we know that we prepare our graduates well for a fulfilling and valuable life. Through their success, we continue to earn our outstanding reputation.

Enterprising creativity

We’re adaptable and flexible, and consider a fresh approach in everything we do - because we know our sustainability depends on a pioneering spirit.


Our academic excellence is underpinned by a history of learning by doing. Our connections and our Oxford roots are fundamental to our students’ and staff members’ experiences and our successful future.

Generosity of spirit

Our students and staff manifest a generosity of spirit as they progress in the world by being open and willing to share their abilities, knowledge and experience, sometimes making difficult decisions, but always in the interest of the wider community.

To read more about the University’s Guiding Principles, please visit our 2035 Strategy webpages.

More information

News and Media Team