Charles Sturt University is in hot waters again as Wagga's present and former staff and students have expressed their disappointment with the new logo.
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Last week vice-chancellor Andrew Vann unveiled the logo, which forms part of the university's $104 million brand strategy.
The university replaced the Sturt's desert pea insignia to a shield design with three sections of lines that represent the university's heritage of books, agriculture and rivers.
Former staff member at the Wagga campus Peter Bell said he was unimpressed when he first saw the new design.
"It is a massive departure from the origins and roots of CSU," Mr Bell said.
"CSU's proud identity appears to have been turned into a hedge maze of non-directional 'squiggly lines', with little or no clear meaning."
Mr Bell said this action has likely affected those with strong connections to the university.
"I have degrees from CSU, so does my wife and three sons and we are entirely invested in the university," he said.
"We feel we have a strong connection but we're hating to see the university go down this track.
"Unfortunately, in my opinion and it is only my personal opinion, CSU's senior management team should bow their heads in disgrace to present this "rebranding" to proud current students, present and former staff and alumni."
Former Wagga student and now graphic designer Camille Whitehead questioned the new logo's need.
"I think the design itself is good and it reflects the current trends, but is it timeless? As, only a few years ago the logo was changed to the former desert pea," she said.
"Are they going to rebrand about every 10 years? But, I think the major issue that I've noticed is that whether spending $6.5 million was entirely necessary.
"A lot of current and former students have had issues with courses and affordable housing, so I think this money should have been redirected towards what was really necessary."
Ms Whitehead said the first rule of marketing is knowing who your audience is and what they want.
Similarly present staff member, who wished to remain anonymous, said the new logo was poorly communicated.
"I was speaking to my students, both on-campus and online, and they woke up to their web page having this new logo appear," she said.
"They had no idea what was going on; some thought it was a joke and others were upset and angry.
"It's very important for change and we understand that but if you don't communicate, it places the whole organisation in disrepute."
The staff member said the university should have consulted students and staff members in the design process and for feedback.
"External professionals and agencies designed this logo but it's upsetting because we are so passionate about the university and they should utilise their own resources," she said.
"My students have felt disconnected with the design and while the university has tried to explain the symbolic nature, the comments are so disjointed.
"You shouldn't have to question the logo and therefore it is obviously not voicing right to your audience."
However, not all were critical of the university's logo.
Razia Shaik shared her views on the initial The Daily Advertiser Facebook post and said the new logo has a positive vibe.
"It compliments well with the values CSU stands for and symbolises the land, the rivers, the books and the people," she said.
"The colour seems to pay a tribute to our Indigenous Australians and while I think the Sturt desert pea logo was good, it was more colonial in the big picture.
"I am happy to see CSU rebranding and the new transformation in the logo."
CSU deputy vice-chancellor students Jenny Roberts responded to the criticism and said the university will be investing in new courses and greater support for staff and students.
"Staff, students, alumni and the community were consulted on the rebrand, with public engagement in January and February this year," Ms Roberts said.
"In addition to the public consultation channels made available to staff and students earlier this year, the university has been in regular communication with students and staff leading up to the change.
"While we recognise that not everyone will like the changes immediately, we believe that the rebrand, along with the other strategic initiatives underway, will help the university to reverse the trend of declining student load."
