University of Applied Sciences Upper Austria Becomes UAP

Who We Are

We have taken an in-depth look at one central question:
What do we stand for as a university - today and in the future?

It became clear that our university’s identity is shaped by a consistent focus on students, a strong practical orientation, close collaboration with businesses and public institutions, a high level of applied research expertise, and a clear international focus. These characteristics already define the core of our identity today - and will become even more important in the future, forming the foundation for our continued development.

How We Will Present Ourselves in the Future

These core strengths provide the basis for our future brand name and visual identity. Against this background, the decision to develop a brand that is internationally visible and understandable was a central step in our strategy.

Starting in January 2027, the University of Applied Sciences Upper Austria will operate under its new name:

The U represents our aspiration to be internationally understood and confidently positioned within the academic landscape. AP stands for the strength that has always defined this institution: applied—refers to knowledge that generates tangible impact in business, organizations, and society. The P further emphasizes the strong practice-oriented focus of our institution as a core element of our identity.

The German subtitle “Hochschule für Angewandte Wissenschaften” provides orientation. It clarifies the term without creating a second brand - serving, in a sense, as a typological classification. This results in a brand presence that is both internationally accessible and clearly anchored.

Within a clear brand architecture, the umbrella brand provides a unifying framework and strengthens the visibility of the sub-brands.

The four schools will each become distinct sub-brands that clearly reflect their thematic strengths while remaining clearly identifiable as part of UAP:

• UAP Digital Campus Hagenberg
• UAP Social Campus Linz
• UAP Management Campus Steyr
• UAP Technology Campus Wels.

The sub-brands will become the new campus names as of January 2027. A well-designed visual system thus combines consistency and differentiation: the

logo shape remains consistent as a core element of identity, while the established color schemes vary across campuses.

When Will the New Brand Be Introduced?

The transition is planned for mid-January 2027.

From that point on, UAP will make a highly visible entrance.

Why a New Brand Is Important

There are many reasons for this: Our target groups—especially young people—increasingly prefer English-language terms. We are receiving a growing number of applications for admission from abroad, and the actual proportion of international students is also rising steadily.

This trend is reinforced by our constantly expanding range of English-language degree programs. Studying in Upper Austria is complemented by attractive living conditions, a high quality of life, and, above all, our “Ready4UpperAustria” concept, which facilitates onboarding into the Upper Austrian job market—another factor that makes us appealing to international students.

An internationally recognizable brand therefore helps us in concrete ways to specifically target international students, attract international faculty and researchers, and highlight our global network. It also clearly demonstrates to domestic students that, through “Internationalization at Home”, it is possible to pursue a degree with an international focus right here in Upper Austria.

Our Goals with the New Brand

We have defined the following goals for the new brand architecture and logo:

• Clarity: A brand that is clear and unmistakable both nationally and internationally and reflects the identity of the university.
• Recognition: A strong umbrella brand that builds trust.
• Consistency: A unified appearance across all campuses and departments.

Conditions Enabling the Brand Change

A key factor for the new brand identity is the updated legal framework.

In the Austrian University of Applied Sciences sector, legislative changes have created new opportunities to further develop institutional naming and positioning.

Many universities of applied sciences in the DACH region are already taking advantage of the opportunity to rebrand themselves as universities of applied sciences. The universities of applied sciences in Bavaria, for example, have all become universities of applied sciences, and the first universities of applied sciences in Austria have also made the switch. This is changing the competitive landscape—both nationally and internationally.

In a Nutshell: What Does the Repositioning Mean?

• We strengthen our international positioning.
• We remain firmly rooted in Upper Austria.
• We emphasize our leading role in applied research and development.
• Our campuses retain their profiles under the new name, embedded in a strong umbrella brand.
• The new visual identity expresses this balance of unity and diversity.

Statements on Strategy and Brand