The University of South Africa (Unisa) Graduate School of Business Leadership (SBL) has been offering a master’s degree in business leadership (MBL) for more than four decades.
The vision of the Unisa SBL is to be the leading African business school of choice offering internationally recognised leadership and management education. To complement this vision, the corporate identity and branding of the SBL has contributed to the leading role this institution plays in distance education on the African continent.
The SBL footprint spans from the Atlantic to the Indian Ocean — touching the southern-most tip of southern Africa via the tropics and the equator up to the northern regions of Africa, making the SBL the perfect partner in the move toward building the Brand of Africa as an economic role player in the world. The corporate identity of the SBL is one of its most valuable assets and is used very effectively in the competitive environment in which the institution operates.
The executive director and CEO of the SBL, Professor David Abdulai believes that promoting a culture of lifelong learning is just one of the ways in which Africa can enhance its human capital, and thereby accelerate its economic growth. As the largest business school in Africa, the Unisa SBL has a significant role to play in this effort.
After the merger between Unisa and Technikon South Afrika took place in 2004 a new logo was adopted. A variation of the logo then became the logo of the SBL. The unique graphic elements of the logo were carefully researched, selected and crafted to express the core values and vision of the SBL. Distinctly African, each element is rich with meaning and significance.
The three colored flame at the top of the logo represents Unisa SBL’s unique differentiation as a flexible and accessible institution affording learners the freedom to pursue their dreams. This is reflected by the alumni and current students who have been able to access education although many reside thousands of kilometres from the SBL campus in Midrand. Symbolically the flames reach every corner of our continent and the world, representing the light of education, sound leadership, integrity, ethics and growth. The SBL value of continuous learning is also visualised by the flames.
Below the flames, the next graphic element is the calabash. In line with the SBL value of caring deeply about the future of Africa and its people, the calabash is an African symbol of generosity, hospitality and sharing. For the SBL the calabash symbolises its awareness of its social responsibility towards humanity. Traditionally the calabash was used to store and contain food. This tradition is enhanced by the wealth of academic knowledge in business leadership that is found within the institution.
This “basket of knowledge” is easily accessible to prospective students and current students encompassing another value of the SBL namely “to be committed to offering affordable quality education”. Today this symbol is utilized extensively in artwork and architecture, with the distinctive “calabash stadium” in Johannesburg that became known worldwide during the 2010 Soccer World Cup.
The final graphic element is the arch that symbolises the brain as the core of learning. Forming the basis of the SBL logo this arch is coloured in rich purple that alludes to the brand’s academic heritage as well as its ability to hold its own in the international business environment.
The Unisa SBL symbol makes use of six distinct colours that reflect the SBL’s African origins. In more than one way the combination of flame, calabash and arch, as well as the colours used and the symbolic value of the elements enable this brand to be utilized successfully in representing education in Africa.
As is often the aim of a brand, it touches the people emotionally via the hope, knowledge and history that it represents. The SBL logo is already visible in African countries such as Ethiopia and Somalia where the SBL offers a Master’s degree in Business Leadership and other leadership training. In its endeavours to becoming an African brand the SBL will continue to build relationships and develop training that will empower the people and assist in the dreams of Africa to grow into a force to be reckoned with on the world economic stage.