From today (June 26) the University will be known as CQUniversity Australia, retaining its strong connection to Central Queensland whilst acknowledging the University's national presence and leading position in the international higher education sector.

Brand buddies Michael Donahue, Professor John Rickard and Neil Butler at one of the launch events

The makeover follows 2 years of significant administrative and functional overhauls at the University brought on by sector-wide changes in the demand for courses and programs.

Each campus will host an event to introduce CQUniversity in their community.

CQUniversity Q&A

CQUniversity History

A new magazine for Central Queenslanders 

The most immediately recognisable difference is a new interpretation of the University's logo. Gone are the Pale-headed Rosella and sunburst that adorned the previous logo. Instead, CQUniversity has simplified and modernised its artwork, retaining its connection to the past as it captures themes about CQUniversity's future direction.

The changing face of the University

"It reflects our people - open, positive, and friendly. I also think it's bold and straightforward. And it's inspiring. Most of all, I think it shows that we're flexible, not constricted by any geography, and that we are accessible to anyone anywhere," explained Vice Chancellor and President John Rickard, who was quick to point out that the changes to the University go beyond any superficial change to its imagery.

"What we're really announcing is a different way of operating and doing business," said Professor Rickard. "The  logo as part of our CQUniversity Brand helps us express that."

Last year the University undertook lengthy research and consultation to review its position in the marketplace with the intention of more closely aligning itself to the needs of its students (prospective, current and alumni), research and corporate partners, its staff, and the wider community. What has resulted is an increased understanding of its strengths and weaknesses and a wealth of information on which CQUniversity will base plans for new products and services. As such, the change to CQUniversity goes to the core of the University's values as an open, adaptive, can-do organisation focused on its students and customers, according to Professor Rickard.

"We've surveyed almost 5 000 students, staff and others to learn more about ourselves and have spent the last 2 years working on inconsistencies with our resources, facilities and services that sometimes frustrate and disappoint our students and customers.

Have we fixed it all? No, but there are at least 12 major projects underway across the University to improve our performance," added the Vice Chancellor.

The introduction of a bolder look and feel comes as CQUniversity, and most other Australian universities, confront a significant shift in overseas student demand to the vocational sector as well as reduced demand for traditional, full‐time, on-campus university education among domestic students (which is linked to Queensland's booming natural resources sector). It also coincides with the release of the Discussion Paper on the Review of Higher Education by the Federal Government which strongly suggests that universities distinguish themselves from one another. The timing, according to Vice Chancellor Rickard, is perfect.

"We are a youthful and unconventional university - closely linked to our communities, enthusiastic about lifelong learning and focused on the success of individual students and stakeholders. We are free to formulate a different university type - focused on making higher education more relevant and accessible to all people of all ages from all backgrounds at all times. We encourage people to change and we're changing ourselves," he said.

Entertainment at one of the brand launch events

In 2008 CQUniversity changed its line-up of free university access programs, adding a fourth preparatory program, offering better access to university than any other university in Queensland. About 1 000 students enrol in these programs annually and that number is growing. In Term 1 2008 CQUniversity experienced 13.5% growth in so-called bridging programs. The University is also providing customised-programs designed for adult learners working full-time in industry, such as the mining sector, and delivering uni-level courses to Grade 10, 11 and 12 Queensland high school students.

But do these initiatives go far enough?

"I think we continually have to ask ourselves, are we keeping pace with our customers' expectations about time, communications, service and quality and are we making our University more welcoming as a community resource - that's what it's all about," Professor Rickard said.

The complete rollout of the CQUniversity Brand across the University's 10 sites is expected to take 18 months to complete.

Professor Rickard launches the new brand