University of Southern Queensland announces rebrand to UniSQ

After the university’s major rebrand sparked a student petition that drew 1400 signatures, UniSQ staff have met with those who are outraged to come up with a solution.

University of Southern Queensland staff have met with students over the university’s decision to rebrand, as an online petition calling for the decision to be reversed reached 1400 signatures.

Its organiser, Jack Knight, said in the petition that he met with the Vice-Chancellor to discuss the decision, and a decision was made to allow students to choose between the previous phoenix logo and the new logo of a Bunya pine to appear on their testamur at graduation.

A UniSQ spokeswoman said the global pandemic had played a role in the decision to adapt their brand.

“The Covid experience was – and still is – universally difficult, and it’s no secret that the tertiary education sector was hit especially hard by the ongoing effects on life in a pandemic,” the spokeswoman said.

“Like so many other organisations – and individuals too – the experience was one that made us reflect, reassess and recalibrate, to ensure that the University of Southern Queensland remained, as always, future focused.”

The university re-brand last week was a major change 55 years after opening its doors for the very first time.

The rebrand included a change of logo from the phoenix to a Bunya Pine tree as well as a new acronym, “UniSQ”, instead of USQ.

UniSQ’s rebranding decision also coincided with the University of the Sunshine Coast’s recent rebrand to UniSC, however they said their efforts were not co-ordinated, but a coincidence.

A University of Southern Queensland spokeswoman said the university had partnered with Houston Group to deliver the rebrand, but did not disclose the amount they paid.

A UniSC spokeswoman said their university paid less than $290,000 for their rebrand and employed the services of leading Australian brand agency Principals.

The University of Southern Queensland last week responded to backlash regarding the rebranding of the university, complete with a new nickname and logo, as the petition was released.

“The change has forced a loss of identity for the university and its students as the logo and acronym are now very generic and very similar to that of UniSA,” the petition read.

“I believe this change does not increase awareness due to this lack of identity.”

UniSQ Elder-in-Residence Uncle Wayne Fossey discussing the importance of the Bunya Pine to students. In the front is nursing student Doreen Chelimo. Picture: UniSQ Media and Communications

University of Southern Queensland Provost Professor Karen Nelson said the decision was “informed” with research and consultation.

“We understand that change can be difficult, but if anything the last few years has taught us, it’s that we need to be flexible, confident and ambitious to move forward in changing times,” she said.

“This is our direction as part of this new brand alignment to help our University grow well into the future.

“Extensive engagement and consultation occurred throughout the process, including hundreds of meetings and focus groups with staff, prospective students, current students, our alumni (domestic and international) and First-Nations representatives, along with extensive reviews comprising hundreds of university documents and research papers on the marketplace and our performance.”

The new University of Southern Queensland logo.

The new logo will feature a Bunya pine, which acknowledges the connection to southern Queensland and the First Nations families who call the region home.

The signature colours of plum and gold will be adopted, signifying the sunsets over the region, and the “warmth” of the dynamic communities at the university.

Prof Nelson said at the core of the university was a dedication to inclusiveness and innovation, which was only amplified with the changes.

“Our new brand has been informed by comprehensive market research across student and stakeholder segments, which gave us valuable insights into what students want,” she said.

“We are still proudly the University of Southern Queensland but now with an updated logo and acronym to take us confidently into the future.

“We will continue our focus on student success, research leadership and teaching excellence and continue to share the outstanding student and staff endeavours coming out of our University.”

UniSQ elder-in-residence Uncle Wayne Fossey said the new logo of the Bunya pine represented the community at the university itself, and the inherent connection between land and people.

“The Bunya pine is a key symbol of our landscape,” he said.

UniSQ Chancellor Mr John Dornbusch and UniSQ Vice-Chancellor Professor Geraldine Mackenzie.

“Our logo will create a new opportunity and a better understanding of our trees and help preserve and develop our trees from an Aboriginal perspective but will also reflect every member of our communities, the power of nature and also the power of the university that continues to develop.”

University Vice-Chancellor Professor Geraldine Mackenzie said the changes went much deeper than just a new logo and image.

“It is recognition of all we have already achieved as a university, alongside the communities we work with and in, and the ambition to continue to lead the way – from breakthrough research to new ways of delivering programs online,” she said.

“Innovation was very much part of our university from the early days; from pioneering distance education in 1977, to launching offshore offerings in the 1980s and being one of the first universities to establish a dedicated office for First Nations students in 1986.

“This is a university where students, researchers, community, and partners access excellence, and where knowledge and industry collaborate to create real, positive change for both people and our planet – and this relaunch reflects all of those incredible steps forward we’ve made, and continue to make, as a university of choice.”