A NEW logo for Charles Sturt University has been revealed as part of a $127 million major revamp for the institution.
CSU vice chancellor Professor Andrew Vann said the new logo and upcoming marketing strategy would help "tell our story and give attention to what we do".
During the next four-five years, CSU will spend $6-7m rebranding is campuses with the new logo, with another $120m to be spent on helping to share the university's story.
Following the launch of the new logo on Wednesday, Prof Vann acknowledged it was a significant cost, but well worth it for an institution which had a turnover of $600 million last financial year.
"For an organisation of our size it's not that much money overall and I guess the other key feedback we always get is that we do not get our story out well enough and people don't know what we do," he said.
"The visual identity is important, but it's really the story of the university that's the important thing here."
This is the third time the university has changed its logo in the past 10 years and each time it has moved further away from the Sturt's desert pea flower image.
"General comments are 'oh you've been more traditional going with the shield shape again' but also recognising that its a very contemporary take on that," Prof Vann said of feedback at the launch of the logo.
The logo's shield is split into three sections: flowing lines at the top represent the rivers and flowing landscapes of CSU's regional locations, lines in the bottom left are a nod to the university's agricultural history, and lines on the bottom right are books in recognition of the pursuit of knowledge.
Prof Vann said the previous logo was not "universally loved" and that it was "increasingly common in the corporate world for logos to turn over".
"People felt that logo was too corporate and not academic enough," he said.
"I think there's a few people who don't like it [the new logo], but you get that with any new visual thing you put up there."
Prof Vann said CSU was a very large economic entity in regional NSW and that this this renewal work was vital to the university's future.
"Often people don't realise how big we are because what people see is their local campus and they don't know there's another six locations and of course about two-thirds of our students study online," he said.