ON CAMPUS
campusreview.com.au
Brand new
An example of Victoria University’s fresh new look.
Charles Sturt and Victoria
universities freshen up their look.
By Dallas Bastian
R
ebranding can be tricky. Many
university heads feel it’s a necessary
next step to attract new students
and refine the institution’s messaging,
but they run the risk of irking the current
student body.
Western Sydney University saw this
first hand in 2015 when it was leaked that
the then University of Western Sydney
would purportedly spend $20 million on
a rebrand. Students accused the WSU of
wasting valuable funds and creating an
institutional identity crisis.
And, more recently, Charles Sturt
University decided against changing its
name after noting resistance to the move
through public and student engagement,
and an online petition.
Still, CSU vice-chancellor Andrew Vann
said the university would move ahead with
changes to its visual identity, logo and
marketing approach.
Recently, CSU, along with Victoria
University, unveiled that work.
The former hopes the new look
and direction will reverse the trend of
26
declining student load and address weak
brand recognition.
Vann said the university is making a clear
statement about what it stands for as a
higher education institution.
“We know that in a crowded higher
education market, we must stand out from
our competitors and we must tell our story
clearly and purposefully.
“Our new brand direction is unique
to us; it is a strong visual statement about
who we are at Charles Sturt.
“It’s about showing we are confident,
forward-thinking and progressive, keeping
pace with changes as they occur.”
Deputy vice-chancellor (students) Jenny
Roberts noted that CSU has the highest
number of Indigenous students of any
Australian university.
“We are often educating first in family
students and we are a true anchor in
our communities,” Roberts said. “We are
moving forward with a deep respect for
our heritage, which is reflected in the
brand identity, to deliver an exceptional
education for students and to continue to
deliver world class research.”
A total of $6.5 million is being invested
into CSU’s brand transformation project.
The funding covers design, development
and signage, as well as advertising for
student recruitment and career expos.
Meanwhile, VU executive director of
marketing and communications Andrea
Hammond said VU’s refreshed brand
reflected a new strategic focus of its
marketing function.
“We are seeing this work as a reboot for
Victoria University that allows the university
to be heroic and define a distinct point
of view for today and into the future,”
Hammond said. “This work enables us to
tell a compelling VU story in the way we
want it to be heard.”
The campaign will include the refreshed
brand in outdoor settings, such as the
local No. 59 tram, street posters and bus
shelters, as well as on social media, the VU
website and in course guides. ■
Charles Sturt University’s new logo.