Marketing Featured ANZ

The University of Southern Queensland undergoes rebrand via Houston Group

Sydney, Australia – To celebrate the organisation’s 30th anniversary as a university and 55 years as an educational institute, The University of Southern Queensland (UniSQ) has unveiled a new brand strategy, including a new purpose and proposition, logo, and visual identity. This rebrand was developed in collaboration with brand agency Houston Group.

The new brand strategy, ‘look and feel’, reinforces the pathway to excellence proposition that UniSQ stands for, and supports the organisation’s ambition to become Australia’s leading regional university, in a highly competitive marketplace.

Moreover, central to the new look and feel is the adoption of a new abbreviated moniker: UniSQ – rather than the traditional USQ. The new look will be carried across every touchpoint. Meanwhile, the shield logo features the Bunya pine tree (synonymous with Southern Queensland), representing growth, strength, and journeys, which was inspired by the ancient journeys of the many First Nations communities that gathered for the Bunya Festival, celebrating the harvest of the Bunya Nut.

Houston has also crafted the stylised Bunya pine logo to resemble a robust progressive journey rising through the middle of a strong University shield. The four branches of the Bunya pine represent the four UniSQ learning hubs, which are Toowoomba, Ipswich, Springfield and online, and the dark plum and gold primary colours take inspiration from the Toowoomba sunset and environment.

Stuart O’Brien, CEO and founder of Houston, said the challenge was to create an all-encompassing brand proposition that matched the University’s strategic direction to deliver outstanding education experiences and outcomes.

“All brand elements have been created to match the new strategic direction of UniSQ, it not only creates a clear differentiation for the university, but a purpose that students and employees can stand behind and a brand that future students can love, feel part of and instantly recognise,” he explained.

Meanwhile, Shawn Walker, pro vice-chancellor (Engagement) at UniSQ, noted, “Our refreshed brand strategy and new brand represents a new chapter for the university; it clearly supports our mindset for change and innovation and has the capacity to resonate with our stakeholders.”