Last night the new rebranding strategy was revealed, and UB director of business development Mal Vallance said he hoped it would lift the profile and image of the park.

"We decided last year that we needed to refresh the brand," he said. "We've developed a new website, brochures, even corporate DVDs and these deliverables are very important for us."

Mr Vallance said he was really pleased with the new material, and said he hoped the new branding would show that business, innovation and the university were all integrated.

"We've come up with a particular statement that reflects the park - `Where innovation and enterprise combine' - and we hope that appeals to people on different levels," he said. "The UB Technology Park has made a significant contribution to the creation of jobs and the generation of economic outputs over the past decade.

"To continue and expand this precinct in competitive times, we need to take a stronger and more professional approach to marketing our brand."

University of Ballarat Vice Chancellor Professor David Battersby said the rebranding signalled a new era of development for the Technology Park.

"Since it's creation in 1995, we've invested $42 million into the Technology Park," he said.

"The rebranding is one way of celebrating Prof David James and Prof Kerry Cox, who had the foresight and vision to launch the park.

"It will also enable us to lift the profile of this important precinct in the regional, national and international arenas."