Sydney Morning Herald, 10 August 2015. University of Western Sydney [Ed’s note: AusCham Member] defends name change to Western Sydney University and new logo, reports Sydney Morning Herald, by Melanie Kembrey.

An edited extract of the original article is reproduced below.

The University of Western Sydney’s [AusCham Member] vice-chancellor, Barney Glover, has defended changing the institution’s name and logo, saying it is part of a broader strategy to make the university more competitive nationally and internationally.

The university will be known as Western Sydney University and will have a new emblem from August 30 as part of a major brand overhaul designed to strengthen the university’s position in the higher education market.

Professor Glover said the new name and logo were visually stronger and he was confident they would be embraced.

“It reflects the fact that as an institution we’re changing,” Professor Glover said.

“We’re looking outwards from our region as well as being very committed to it locally and it’s in that context that Western Sydney University emerges, our new colour emerges, our new logo emerges. Hopefully we’ll see that resonating in our region for many years to come.”…

“We’re increasingly engaged globally and from that perspective we need to make sure our brand resonates with the international students that we’re trying to attract,” Professor Glover said.

“At the moment we have a relatively modest number of international students. We would like to see that build over time.”…

In a statement, it said the deep red colour of the new logo was “bold, determined and confident”, the curved base of the W referenced the western Sydney landscape and the new name was a symbol of pride in the region.

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