Most people would struggle to articulate what they want to see in a brand or a logo, but can tell you in an instant if they like something or hate it.

And, in a social media world, the first reaction of most is usually the latter, so any organisation planning to rebrand itself or renew its logo needs to buckle up for a bumpy ride.

Charles Sturt University has also put itself through the rebranding wringer, with similar results.

First, CSU endured blazing controversy after it was revealed late last year that the executive was considering a name change, with either Wiradyuri or plain Sturt (without the Charles) put forward as possibilities.

At the time, the message coming out of CSU was that the university was working on a "refresh for our brand, to ensure we speak clearly and consistently to our students, staff and members of the public".

Social media quickly lit up as former students, in particular, defended the traditions of their alma mater and demanded the original name remain.

Not surprisingly there were plenty of people with plenty to say, most of it focused on the cost of such a rebranding.

That furore ended with CSU deciding that Charles Sturt University was a perfectly good name, after all, but the university was determined to push ahead with other aspects of the rebranding including "changes to our visual identity, logo and our marketing approach".

Now we've seen the results of that as well, with a new logo launched on Wednesday.

This is the university's third official logo in just a decade and by anyone's account that's a lot of logos and a lot of time spent thinking about logos.

Again, it has drawn passionate responses and, again, most are negative.

But, as this newspaper said following CSU's on again-off again name change debacle, at least the reaction shows that people care.

We've run polls and CSU has run polls and all of them have attracted enthusiastic participants.

Again, it would have been much worse news for CSU if changing its logo was met with quiet indifference rather than furious opposition.

At least all those storm clouds have had a silver lining.

Now let's see CSU settle into what it does best, educate.