Houston Brand Strategy for University of Southern Queensland


The University of Southern Queensland (UniSQ) has unveiled a brand strategy, including a goal and a proposal, supported by a new logo and visual identity, via brand agency Houston Group.

The strategy reinforces UniSQ’s Path to Excellence proposition and supports the organization’s ambition to become Australia’s premier regional university, in a highly competitive market.

Houston’s assignment covered the development of a new identity – logo and associated guidelines and tools – as well as Masterbrand guidelines, tone of voice and brand architecture guidelines and a full set of templates.

Stuart O’Brien, CEO and Founder of Houston, said, “All elements of the brand have been created to align with UniSQ’s new strategic direction, this not only creates a clear differentiation for the university, but a purpose that students and employees can support and a brand that future students can love, feel part of and instantly recognize.”

At the heart of the new look is the adoption of a new shortened moniker: UniSQ – rather than the traditional USQ.

The Shield logo features the Bunya pine tree (synonymous with southern Queensland), representing growth, strength and travel and was inspired by the ancient journeys of the many First Nations communities who came together for the Bunya festival, celebrating the harvest Bunya nuts.

Houston designed the Bunya Pine logo to look like a rugged progressive trip rising amidst a mighty college shield. The four branches of the Bunya Pine represent the four UniSQ Learning Centers (Toowoomba, Ipswich, Springfield and Online); and the dark plum and gold primary colors are inspired by the sunset and surroundings of Toowoomba.

Shawn Walker, Professional Vice-Chancellor, UniSQ, said: “Our refreshed brand strategy and rebrand represent a new chapter for the university; it clearly supports our mindset for change and innovation and has the ability to resonate with our stakeholders.

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