FH Upper Austria Becomes UAP – University of Applied Sciences Upper Austria.

As part of its strategic repositioning, FH Upper Austria will operate under the name

UAP – University of Applied Sciences Upper Austria

from January 2027 onwards.

The German tagline “Hochschule für Angewandte Wissenschaften” will provide additional orientation. Rather than creating a second brand, it serves as a descriptive identifier, explaining the concept while preserving a clear and consistent brand identity. The result is a positioning that is internationally understandable while remaining firmly rooted in the German-speaking academic landscape.

The profiles of UAP Digital Campus Hagenberg, UAP Social Campus Linz, UAP Management Campus Steyr, and UAP Technology Campus Wels will become more visible in their own right, while remaining clearly anchored under the umbrella of the shared UAP brand. From January 2027, these sub-brands will become the official names of the respective campuses.

The color scheme of the new logo reflects the institution’s identity as a university based in Austria, with an international outlook and strong regional roots in Upper Austria.

A first impression of the new brand identity is available at:
https://fh-ooe.at/uap

Background
This step is part of the university’s Strategy 2040 and reflects what has always defined the institution: academic excellence, an international perspective combined with strong regional connections, and, above all, applied knowledge that creates real-world impact.

Recent legislative changes in Austria’s university of applied sciences sector have created new opportunities for institutions to further develop their naming and positioning strategies.

Many universities in the German-speaking region have already undergone similar repositioning processes or are planning to do so in the coming years. As a result, competition is evolving both nationally and internationally. For example, universities of applied sciences in Bavaria have collectively adopted the designation “Universities of Applied Sciences.”

What Does This Mean for Our Stakeholders?

• The university’s academic mission and focus remain unchanged.
• Organizational structures and framework conditions will remain stable.
• Visual updates to documents and communication materials will be implemented gradually.
• The new brand will strengthen the university’s position as an attractive partner in education, research, continuing education, and other collaborative activities—both nationally and internationally.

Outlook
Preparations for the transition are already underway. The official rebranding to UAP – University of Applied Sciences Upper Austria is expected to take place in mid-January 2027.

AI-generated translation