The new visual identity, which reflects the fund’s core values of community, unity, and forward growth, was designed and recommended by Mr. Samuel Oghenejaboh, the Founder and CEO of Wiflow, a Lagos-based creative and media agency recognized for its expertise in strategic branding and storytelling.
According to Mr. Samuel Oghenejaboh, the design captures the very essence of the fund’s philosophy — community, unity, and forward growth for the African continent. Each element of the logo is intentional, symbolizing collective strength and the continent’s determination to build a future shaped by innovation, resilience, and shared prosperity.
“This branding represents more than just visual identity,” said Mr. Samuel Oghenejaboh. “It’s a symbolic guide — a unifying language for all stakeholders and partners aligned with the Ubuntu Susu vision. The fund is rooted in the African spirit of togetherness, and the design reflects our collective aspiration to rise, build, and create the future we desire unapologetically.”
Origins of the Ubuntu Susu Concept
The Ubuntu Susu concept was born on June 28, 2025, during the Africa SME Roundtable held in Abuja, Nigeria. The event gathered leading figures from both the public and private sectors to discuss the challenges and opportunities facing Africa’s SME ecosystem.
The conversation that led to the naming of the fund featured key stakeholders, including:
- Dr. Ebiekrue Jasper Eradiri, President, AAASME
- Ambassador Wallace Williams, Global Board Chairman, Africa International Chamber of Commerce and Industry (AICCI)
- Dr. Emomotimi Agama, Director General/CEO, Securities and Exchange Commission (SEC)
- Mr. Lexy Mojo Eyes, President & CEO, Legendary Gold Group and Convener of Africa Celebrates
- CEOs of NEXIM Bank, Ghana EXIM Bank, and the Bank of Industry, alongside other distinguished industry leaders.
Mr. Oghenejaboh, who was present at the session, witnessed the moment when a routine discussion about challenges facing SMEs evolved into a transformative idea — the creation of a continental fund embodying the African principles of cooperation and shared responsibility. He witnessed firsthand the evolution of the idea from concern to concept, and from concept to actionable vision.
Design Rooted in African Symbolism
The colour scheme of the new branding dives deep into the relativity of African culture and values. The green represents unity, community, and sustainable growth — the foundation of the Ubuntu philosophy. The maroon embodies strength, courage, and Africa’s collective resolve to take charge of its development narrative.
Together, these colours form a visual expression of the fund’s guiding mission: building Africa’s future through collaboration, innovation, and shared prosperity.
A Visual Guide for a Continental Mission
Beyond aesthetics, the new logo is intended to serve as a strategic emblem of purpose and alignment for the Ubuntu Susu initiative. It reinforces AAASME’s vision to support small and medium enterprises as engines of innovation, employment, and sustainable economic transformation. The new Ubuntu Susu branding is expected to serve as more than an identity; it is a beacon of purpose and alignment for all stakeholders associated with the initiative.
As AAASME continues to advance its mandate of strengthening SME ecosystems across Africa, the launch of this new branding marks a significant milestone — one that aligns the fund’s visual language with its strategic vision and purpose.
The launch of this new identity marks a significant milestone in AAASME’s mission to unify and empower African entrepreneurs under a shared goal of inclusive growth.
The Ubuntu Susu branding will make its first official public appearance at Africa Celebrates 2025, where policymakers, investors, and business leaders from across the continent are expected to converge in celebration of African creativity, innovation, and enterprise.
About the Ubuntu Susu Fund
The Ubuntu Susu Continental SME Fund is a pan-African initiative championed by AAASME to drive sustainable enterprise development through collaboration, financing, and strategic partnerships across the continent.
About AAASME
The All Africa Association for Small and Medium Enterprises (AAASME) is a continental body committed to advancing the interests and competitiveness of SMEs through advocacy, policy engagement, and capacity development programs that strengthen Africa’s economic foundation.
