A Fresh Take on the Southern Cross

Southern Cross University Identity

CLIENT

Southern Cross University

MY ROLE

Creative Concept and Design

AGENCY

Blaze Advertising (WPP)

Overview

Southern Cross University is an established Australian University with three main campuses at Lismore, Coffs Harbour and Gold Coast. It is ranked as one of the Asia-Pacific’s Top 100 Universities by the Times Higher Education World University Rankings.

Southern Cross University required a new logo identity:

• The challenge was how to do a fresh take on the Southern Cross, a well-used symbol across Australia, to match the University’s new progressive positioning; and
• Equally the old Southern Cross constellation logo was difficult to reproduce in digital formats.

Solution

After getting to know the students, culture and the dynamic new Vice Chancellor, a solution was developed that would reflect the vibrant and progressive new strategic direction of the University.

The Star and Shield Symbol

The use of the shield gives the University solidity and gravitas while the intertwined shapes represent the three campuses. The negative space in the middle of the shield symbolises the ‘pointer’ star in the Southern Cross constellation. In the key line version, the shape of the full constellation is uniquely visible.

Colours

While the gold and blue colours were retained from the old brand (but updated to reflect the natural landscape of the campus regions), an aqua and green tone were also chosen to emphasise the University’s deep commitment to biological, marine and environmental research and teaching.

Result

Launched at an “All Staffer” meeting, the identity received applause and support of the caucus and has received much positive feedback from staff, students and the general public. The university has proudly rebranded its’ campuses and marketing collateral.

Award