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The University of Western Australia is unveiling a bold new brand to reflect its place as a contemporary place of teaching, learning and research, and a global hub of excellence.

UWA Vice-Chancellor Professor Paul Johnson said while the University was proud of its past century of achievement, it recognised that it must continually evolve to remain relevant in a rapidly changing world.

“We believe that when we stop moving forward, progress will stall,” Professor Johnson said.

The University’s new brand will be featured across all media platforms, including a television commercial, integrated digital campaign and social media as well campus-based activities.

UWA Chief Marketing Officer Karen Carriero said the new brand message: “Pursue impossible” was aimed at both students and staff to encapsulate all that UWA offered in a highly competitive global market.

“It says so much about our University – who we are, what we do and how, every single day, our researchers, students and academics are working to shape a better future,” Ms Carriero said.

The “Pursue impossible” TV commercial follows a young student in determined pursuit against a backdrop of differing landscapes and climates.  When she stops, the world stops, highlighting the point that we all need to keep moving forward. The distinctive soundtrack was created and performed by students from the UWA School of Music.

The University consulted with students, academics and researchers as well as business and community partners and found while the UWA brand remained strong and worth protecting, it needed to meet the needs of contemporary communication channels and to sharpen key messaging.

“One of our core messages to students is: if you come to UWA prepare to be stretched beyond your discipline, to gain a deeper understanding of yourself and the world at large,” Ms Carriero said.

“Gaining knowledge will be your starting point but true gains of wisdom will come from being part of a community of people determined to explore the unknown, challenge convention and make things happen.

“Our University firmly believes that everyone on this campus should stretch to achieve what at first may seem impossible.  As impossible, say, as revolutionising the way ulcers are treated, research that met huge initial opposition but that won Professor Barry Marshall a Nobel Prize.”

As part of the brand review, there have been minor changes to the UWA crest to make it more digital ‘friendly’.  The typography for the brand mark has also been refreshed but the “Seek wisdom” motto remains unchanged.

Media references

David Stacey (UWA Media and Public Relations Manager)  (+61 8) 6488 3229 / (+61 4) 32 637 716