Houston Group has created a future-facing new identity and voice for Charles Sturt University as it celebrates its 30th anniversary. As part of a broader strategy encompassing large-scale transformation through to 2022, the rebrand brings together old and new to create a bold new look for the institution.
Says professor Andrew Vann, vice-chancellor, Charles Sturt University: “Charles Sturt University is moving forward with our University Strategy, this is all about serving our communities, our students and our regional industries.
“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.”
Staying true to the university’s ethos of Yindyamarra Winhanganha (a Wiradjuri phrase meaning ‘the wisdom of respectfully knowing how to live well in a world worth living in’), Houston developed an identity based on the purpose, ‘creating a world worth living in’.
Says Stuart O’Brien, CEO, Houston: “Charles Sturt University was founded on a quest to meet the fundamental needs of society – health, education, food, environment. This project is about supporting them to continue to be an education leader for Australia, empowering communities with the resilience, drive and mindset to positively impact their world, and the world around them.”
Says Alex Toohey, executive creative director, Houston: “With a clear reference to heritage, we created a modernized coat of arms made up of elements from the University’s original shield: three rivers, agricultural fields and the book of knowledge. This sits alongside a colour palette inspired by the ‘spirit of country’ – greens of the eucalypts, ochres of the earth and muted browns and pinks inspired by human diversity.”
Says Jenny Roberts, deputy vice-chancellor students: “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.
”Our University has the highest number of indigenous students of any Australian university. We have a high number of first-in-family students and are a true anchor in our communities.”
Alongside the new identity, Houston has developed a unique tone of voice grounded in the core idea of ‘practical progress’
Says professor Vann: “Our new brand direction is unique to us, it is a strong visual statement about who we are at Charles Sturt. Here, we are creating a world worth living in and if you are part of the extended Charles Sturt community, you can too.”