Brand Introduction


Frequently Asked Questions

Why has the University decided to rebrand?

Similar to other organisations, the University constantly evaluates its brand and position in the market. It is important that our brand and positioning stay relevant to our local and global communities. The University is seeking to affirm its place in Western Sydney and the world. This new identity better reflects the University's role in the community, growing international reach, and reputation as a student-centred and research-led university.

What is the aim of the rebranding?

The rebranding aims to enhance our strategic positioning as a leading institution in Western Sydney and internationally. The repositioning of the University aligns with our aspirational view of our students, staff and Western Sydney. It also better reflects the University's current and future direction.

Does the new brand align with the University's values?

Yes, the core values of the University remain the same. The new brand will give these values increased visibility to our internal and external audiences.

What will change with the new brand?

There are changes to the University's logo, website URL, colour palette, and the sequencing of our name. These brand changes reflect the more fundamental repositioning of the University.

When was the last rebranding?

The University was last rebranded in 2002 when the blue 'book and bird' logo and the tagline "Bringing knowledge to life" were developed. Since then, there have been significant changes within the higher education sector, the University and Greater Western Sydney.

Why are we changing the name?

The University is proud to be part of Western Sydney, the geographic heart of Sydney and Australia's fastest growing region. We embrace our role in leading and contributing to the development and success of Western Sydney. The re-sequencing of our name reflects this commitment to the region by putting Western Sydney first.

What is the rationale behind the new logo design?

The new logo elevates Western Sydney, reflecting a strong sense of place, and the University's pride in its region. The simple shield design and the use of two different typefaces achieve a balance between academic gravitas and modernity. The shield forms the platform for a typographic 'W' which has a curved base to reference the landscape and the setting sun in the west. The use of deep red as the primary colour reflects the values of boldness, determination and confidence, and a strong connection to the land.

Will the tagline 'Bringing Knowledge to Life' still be used?

There will be no official tagline to accompany the new logo. The new logo and visual identity uses "Western Sydney University" as a strong and standalone message.

What is the timeline for the change?

While some of the rebranding changes have taken place, other changes will be rolled out progressively for the remainder of the year. It is expected that key changes will be completed by the start of Autumn session in 2016.

How will the new brand be advertised?

A comprehensive public campaign will take place in Australia, including television commercials, radio, billboards and the news media.

Will the email address change?

Yes, the new email address will see @uws.edu.au replaced with @westernsydney.edu.au.
The international admissions email address has also changed to apply@westernsydney.edu.au. Any emails you send to the old address will automatically divert to the new email address.

What is our new website URL?

The new URL will be: www.westernsydney.edu.au. Redirects are currently in place, which will allow old 'uws.edu.au' URLs to remap to the new 'westernsydney.edu.au' URLs.

Will our website have a new look or just a name change?

The website will be updated to reflect the new visual identity. Websites are being updated in a phased approach over the coming months. There will be further investment in the University's website and the broader digital experience over the next three years to support the positioning and brand.

What happens with bank details and the name change?

The University of Western Sydney will still be the primary bank account name for the next few months.

What changes will be made to offer letters?

Offer letters will remain unchanged.  We are currently working on changing the offer letters to the new brand over the coming months.  Future offer letters will be issued under the name Western Sydney University, along with our new logo and updates to all weblinks.

Further Information

Contact Western Sydney International

Institutional Partners

International Partnerships Office
Ran Xiao r.xiao@westernsydney.edu.au

Study Abroad and Exchange Partners

Global Mobility Office
studyabroad@westernsydney.edu.au

Agent Partners

Regional Managers

RegionRegional ManagerContact Details
  • Indonesia
  • Singapore
  • Malaysia
  • Thailand
  • Myanmar
  • Cambodia
  • Laos
  • Latin America
  • Pacific Islands
  • Australia (excluding China partners)
Gareth LewisG.Lewis@westernsydney.edu.au
  • India
  • Nepal
  • Bhutan
  • Pakistan
  • Bangladesh
  • Sri Lanka
NamrarN.Anand@westernsydney.edu.au
  • Philippines
  • Vietnam
  • Mongolia
  • Taiwan
Kevin HoK.Ho@westernsydney.edu.au
  • China
  • Hong Kong
  • Australia (China partners)
Mabel Han
Sylvia Xu		M.Han@westernsydney.edu.au
Sylvia.Xu@westernsydney.edu.au