FH Kufstein Tirol becomes Hochschule Kufstein Tirol
- 18.08.2026
- General
Familiar campus, new look: The Kufstein University of Applied Sciences in Tyrol will henceforth present itself under the short brand HOK.
With a new logo, fresh digital presence, and the introduction of its brand acronym HOK, the university sharpens its profile for the coming years.
The University of Applied Sciences Kufstein Tirol is launching a refreshed brand identity. By introducing the short brand name HOK (derived from the German Hochschule Kufstein), the university sharpens its profile as a leading University of Applied Sciences and reflects nearly 30 years of institutional growth. The new visual identity is being rolled out step by step. Discover all the background details about our new brand identity on our new brand page.
This step goes beyond a mere visual update: Moving forward, the acronym HOK (short for Hochschule Kufstein) will serve as a unified, recognizable brand name globally across all languages—similar to established international university acronyms. The university continues to stand for academic excellence, practical relevance, and a strong international orientation.
The renaming is the logical next step in our development: it sharpens our profile and increases our visibility in international competition. At the same time, we remain what makes us strong – a personal university with a vibrant international atmosphere, a strong practical focus, and high quality, all embedded in a regional environment.
Thomas Madritsch
HOK Managing Director
International and Practice-Oriented
The university’s dynamic development over past decades is evident in its degree programs and global network. Today, the University of Applied Sciences Kufstein Tirol offers 28 bachelor’s and master’s degree programs—nine of which are taught entirely in English. With around 250 international partner universities, a global mindset has long been a core element of the institution's identity.
As part of the rebranding, the visual identity has also evolved. The new HOK logo features clean lettering combined with vibrant oval elements, symbolizing diversity, movement, networking, and openness.
The new logo of the Kufstein University (HOK)
Christine Haage, BA, Head of Marketing & Communications, spearheaded the brand development process: “The new logo combines modern branding strategies with a fresh interpretation of our core identity. It merges the new with the proven, resulting in a vibrant, clear look with deep roots. The result is more dynamism, clarity, and stronger brand recognition,” Haage highlights.
“With the HOK brand, we reflect what our university represents today. Simultaneously, we stay true to our roots: the strong connection between science, practical application, and regional responsibility,” emphasize Foundation Board Members Dr. Herbert Marschitz, DDr. Herwig van Staa, and Franz Mayer.
A Fresh Digital Presence
The new brand identity is already live online. In addition to the updated logo, the university presents a redesigned website and a dedicated page explaining the brand concept. The new digital hub is available at hok.ac.at.
For current students and staff, the transition brings no changes to academic content: Degree programs and qualifications remain fully unchanged. The visual roll-out will continue step-by-step and become fully tangible across all touchpoints by autumn.
Statements on the Rebranding
Anton Mattle, Governor of Tyrol:
“Tyrol’s most valuable resource is the knowledge and skills of its people. That is why we invest targeted resources in a strong higher education and research landscape. As a university of applied sciences, the University of Applied Sciences Kufstein Tirol combines academic education with high practical relevance in business, technology, and management. This updated brand profile reflects these strengths and underlines its vital contribution to training qualified specialists and strengthening Tyrol as a location for science and business.”
MMag.a Dr.in Cornelia Hagele, Tyrolean Minister of Education:
“The updated identity highlights the success story of the university in Kufstein. For nearly 30 years, it has made a key contribution to academic education in Tyrol through high-quality, practice-oriented programs. Together with all Tyrolean higher education institutions, we continuously work on developing Tyrol as a center of science. In this context, the University of Applied Sciences Kufstein Tirol plays an especially crucial role as the current chair of the Tyrolean Higher Education Conference, setting key impulses for connecting academia and industry.”
Mag. Martin Krumschnabel, Mayor of Kufstein:
“The university is a central driver for the sustainable development of the city of Kufstein. It brings international expertise and innovative ideas into our town while strengthening the local economy with highly trained professionals. This close link between science, business, administration, and our civic community makes Kufstein even more attractive as a place to study, work, and live. For all these reasons, I am delighted to see the university continuously evolving.”
Prof. KommR Walter J. Mayr, MBA, Founder of the University:
“The vision of Kufstein as a university town has become a reality. Since starting operations in 1997, the institution has developed impressively through academic quality, practical relevance, and an international focus—proven by 250 university partnerships and over 500 corporate connections. Establishing HOK as an international brand is a logical step. I wish the university continued courage, success, and global impact for the future. My thanks go to everyone involved!”