"It reflects the fact that as an institution we're changing," Professor Glover said. "We're looking outwards from our region as well as being very committed to it locally and it's in that context that Western Sydney University emerges, our new colour emerges, our new logo emerges. Hopefully we'll see that resonating in our region for many years to come." News that the university was changing its name and replacing its blue bird logo with a white W in a red shield was met with strong criticism by some students who said there was no consultation and it was a waste of money. A #savethebird campaign was launched and a petition against the changes has now gained more than 2300 signatures.

Professor Glover said the rebranding had been in the pipeline for two years and the process had included consultation with students, staff and external stakeholders as well as focus groups and extensive market research. While he would not break down the exact cost of the rebranding, it is part of a $30 million marketing budget for the next three years. The university had long underspent on promoting itself compared to other Australian universities and the figure was only about 1 per cent of the total operating budget, Professor Glover said.

The name change and logo, he said, were part of a broader program to improve student experience with most of the investment aimed at increasing the university's digital presence. "We're in a very competitive higher education system in this country and every Australian university is actively investing in the marketing of its product," he said. "We're in a demand driven system." As well as placing the university's western Sydney roots at the forefront of its identity, the new name and logo are also designed to appeal to the lucrative international student market. "We're increasingly engaged globally and from that perspective we need to make sure our brand resonates with the international students that we're trying to attract," Professor Glover said.

"At the moment we have a relatively modest number of international students. We would like to see that build over time." Loading The university last changed its name and logo 13 years ago. In a statement, it said the deep red colour of the new logo was "bold, determined and confident", the curved base of the W referenced the western Sydney landscape and the new name was a symbol of pride in the region.