At a time when the world of work is changing and entry-level candidates have to compete not only with other job seekers but also with technology, educational institutions also have to adapt. The newly re-branded Ameris offers a glimpse into the future of tertiary education brand positioning in South Africa.
In September 2025, AdvTech announced the launch of Emeris – a new private higher education brand that, by 2026, brings together IIE's long-respected Varsity College, Vega School and MSA brands under one unified name. Brand says the announcement was made ahead of new legislation in South African tertiary education, which allows private institutions that meet defined criteria to be recognized as universities.
But the story of the Ameris brand reflects a sea change in South Africa's tertiary education landscape – a move towards outcomes-based education that prepares students for the world of work.
Addressing SA's unemployment crisis through education
Change in South Africa's education landscape is driven by necessity. It is no secret that South Africa has a huge problem of youth unemployment. According to the latest data, 44.3% of South Africans aged 25 to 34 are without a job. And with emerging technologies like AI reshaping the world of work and threatening jobs previously considered secure, future-focused education is more important than ever, adds the brand.
“Education will always be relevant,” says Thabang Buthelezi, marketing executive at Ameris. “People should never give up their ability to think. Formal education gives you the tools and structure to think, taking it away from being random and disorganized and making it more organized. As a human being, you can make things relevant in a way technology can't – that can be the difference between success and failure, especially when you have to sell something to other humans.”
Branding means business
The workplace-ready approach to education is reflected in the new Ameris brand identity. The brand has deliberately moved away from the concept of universities being based on principles and tradition. Its modern form is more of a “business campus” than a “college campus”.
It reflects a future where education is adaptable, future-focused and based on practical application, echoing the Ameris curriculum that has been designed according to real-world needs.
“I think this will make parents in particular at least rethink their views about where their children should go for their tertiary studies,” says Buthelezi. “We didn't try too hard, which may seem strange, but I think that was right, given the state of private tertiary education in people's minds at the moment. We respected it for initiating change and didn't act like a rebrand has fixed everything. We dealt with reality – not what we expected or wished for the situation.”
bringing the brand to life
“The category is stuck in an old story where private education is seen as a second choice,” says Rita Doherty of VML South Africa, the agency that worked with Ameris to develop its new identity, name, logo and marketing campaign. “In fact, the most suitable education models for the future are already more applied, more intensive and closer to the world of work. Ameris is built on that truth.”
The brand identity also needed to reflect the evolution of Ameris as a combined entity from well-known and respected individual colleges and emphasize the real-world relevance of Ameris degrees, adds the brand.
This was achieved by using colors and design elements to create an unexpected visual identity that feels more like a tech company than an education brand. Website copy maintains a college's clear, direct message, avoiding an overly academic tone. Meanwhile, social media and advertising campaigns have a more university-like feel. The name also alludes to the university's traditions by combining two Latin words, “ephemeris” (trajectory of celestial bodies) and “emeritus” (merit and earned success), denoting a personal path to achievement.
In the second quarter of the twenty-first century, there is much uncertainty about job security and what the workplace of the future will look like. The brand concludes that forward-thinking educational brands, willing to adapt to changing demands, will be essential to ensuring students are adequately prepared.
For more information visit www.emeris.co.za. You can also follow Ameris Facebook, Linkedin, x, Instagram, tiktokor on youtube.
*Image courtesy of contributor