FH Kärnten Becomes Carinthia University of Applied Sciences | Carinthia University of Applied Sciences
New branding combines an international focus with regional identity. FH Kärnten is unveiling its new brand identity, marking the start of a new chapter in the university’s development. Following its 30th anniversary last year, the university is now taking a strategic step toward the future: With a new positioning, a modernized brand identity, and a new name, FH Kärnten will become CU–Carinthia University of Applied Sciences | Hochschule Kärnten.
The rebranding is far more than a visual refresh. The entire branding process was conceived holistically–from strategic positioning, vision, mission, and values to visual identity and international brand impact.
This evolution is taking place during a phase of dynamic growth for the university: In 2025, FH Kärnten had 3,978 active students–including those from the continuing education center–5,461 applicants, and 771 graduates. Since 2021, the number of active students has thus risen by approximately 26 percent.
Why the University Rethought
Its Branding The starting point for the branding process was the amendment to the University of Applied Sciences Act, which took effect in July 2024. This amendment allows Austrian universities of applied sciences to use the designation “University of Applied Sciences” or a name that is more easily understood internationally.
This is a step the entire sector had been calling for for years. Austrian universities of applied sciences have long since evolved far beyond traditional disciplinary specializations–both in the breadth of their academic offerings and in research, interdisciplinarity, and international collaboration.
With its new brand identity, FH Carinthia is also responding to this development. The university has been a member of the European University Alliance ACE²-EU since the end of 2024, is continuously expanding its English-language degree programs, and is seeing a steady increase in international students.
The new brand is intended to visibly reflect this development: internationally recognizable, modern in its positioning, and at the same time clearly rooted in Carinthia.
A 360-Degree Process: Strategy, Approach, and Identity
The new branding is based on a comprehensive 360-degree approach. The goal was not only to further develop the university’s visual identity but also to strategically redefine its identity.
The focus was on:
- sharpening its positioning,
- developing a clear vision and mission,
- defining shared values,
- consistent brand messages,
- and designing a brand identity that appeals to existing target audiences while also making an impact internationally.
A central component of the rebranding is the new brand name CU – Carinthia University of Applied Sciences | Hochschule Kärnten. The new name combines international recognizability with regional roots and creates a strong identity for the European educational landscape.
The new logo also reflects this concept: The “CU” symbol serves as a condensed version of the long-standing English name “CUAS.” At the same time, the English pronunciation [siː juː] evokes encounters, exchange, and an invitation to shape the future together.
The university’s values form the core foundation of the new brand: shaping the future, embracing enthusiasm, taking responsibility, promoting diversity, and strengthening community. They describe what the university stands for–in teaching, research, collaboration, and social impact.
“We didn’t just want to develop a new design; we wanted to rethink our brand in its entirety,” says Petra Bergauer, head of the marketing department and responsible for the branding process. “The result is an identity that respects our heritage, makes our values visible, and ambitiously defines our future.”
New Positioning as a “Mentorship” University
The university also links the rebranding to a substantive evolution of its understanding of education. Its positioning as a “mentorship” university underscores its commitment to supporting students in an even more individualized, practical, and personal way in the future.
In this context, “mentorship” represents an educational philosophy that integrates professional qualifications, personal development, and guidance in a changing world of work and life. The university sees itself as a guide, a source of inspiration, and an enabler–from the start of studies through professional development to lifelong learning.
“This transformation affects not only our public image but also the way we understand teaching, learning, research, collaboration, and institutional development,” explains Executive Director FH-Prof. Dr. Martin Waiguny. “With CU–Carinthia University of Applied Sciences | Hochschule Kärnten–we highlight what sets us apart: regional roots, an international perspective, and a clear commitment to the future.”
Modern Design for an International University
Visually, too, the new brand identity sends a clear message. The new design combines clarity, minimalism, and recognizability with an emotional visual language. The logo, color palette, typography, and communication style have been thoroughly redesigned to reflect the new brand identity and create a consistent brand experience across all channels. The rebranding thus marks not only a visual change but, above all, a strategic step toward a university with a clear stance, an international perspective, and a long-term orientation.
Rollout Beginning in Summer 2026
The new brand identity was officially unveiled today. The phased transition will take place over the summer months and beyond. At the start of the academic year in September 2026, the university will officially operate under the name CU – Carinthia University of Applied Sciences | Hochschule Kärnten.
For inquiries, please contact:
Carinthia University of Applied Sciences | Hochschule Kärnten
Mag.a (FH) Petra Bergauer, Head of Marketing & PR
+43 5 90500-7300
p.bergauer(at)cuas.at