A new name and a new logo – this forms part of the rebranding of USB to Stellenbosch Business School.

Overall, this new identity for the business school forms part of Stellenbosch University’s monolithic branding strategy, confirming the school’s ties with the leading research-intensive university on the African continent.

The rebranding also coincides with the start of another three-year strategy cycle for the school, and the arrival of its new director, Prof Mark Smith.

According to Prof Smith, the school will continue to draw on its achievements and heritage, “while there is excitement about what the future holds”. He said the new logo portrays clarity about the school’s identity to the local, national and international ecosystems in which the school operates.

“For almost 60 years, we’ve led the way in management education for South Africa and the continent, with connections that span the globe. We’ve led by being the first African school to gain the triple accreditation of AACSB, EQUIS, and AMBA, and by being the first African school to integrate responsible leadership throughout our portfolio of teaching and research.”

Prof Smith says the transformation of the brand reinforces the business school’s purpose, which is that of producing responsible leaders for South Africa and beyond. “Our vision of creating value for a better world is aligned with that of Stellenbosch University, which speaks to advancing knowledge in service of society.”

Stellenbosch Business School is also the first African school to embrace leading technologies in management education to better serve its students.

Owen Mbundu, Head of Marketing at the business school, explained that the rebranding makes the visual connection between the university and its business school much stronger. The new colour palette adds freshness to the traditional colours associated with the university. “Overall, the logo sends out a message of transformation, and of commitment to joint values, excellence and inclusion,” says Mbundu.