Vaasa University of Applied Sciences’ Brand Hierarchy

VAMK’s brand is not just a logo or visual identity – it is a whole that tells who we are and how we are recognized. The brand hierarchy helps to clarify how VAMK connects to different fields of education, services, RDI activities, strategic partners, events, and projects that operate under the name of VAMK.

Its purpose is to ensure that VAMK appears consistently and recognizably in all contexts. A clear brand supports the organization’s strategy, strengthens the university’s reputation, and enhances the impact of communication.

Why does this matter?

A clear and managed brand hierarchy:

Strengthens VAMK’s visibility and impact, and supports strategic activities.
Increases cost-efficiency in communication.
Builds the image of VAMK as a modern, internationally attractive, and work-life-oriented university of applied sciences.

The Communications team is responsible for the brand hierarchy’s guidelines and practical implementation. If you have any questions, contact: viestinta@vamk.fi

1. Brand Position and Structure

VAMK (umbrella brand)

The main brand under which all operations are placed
Includes core message, visual identity, values, and tone of voice
The entire campus and communications follow the umbrella brand’s visual identity

Under the main brand: all education offerings and RDI

Bachelor’s and Master’s degrees (the “VAMK Master School” logo will be discontinued; use only in text)
Continuous learning (discontinuing the former “VAMK+” name; move to unified naming)
RDI (including research platforms, which fall under the VAMK brand and follow its identity)
Continuing education
Service business

2. Recurring Events, Projects, and Research Groups

For certain recurring events, products, fixed-term projects or research groups under VAMK, a separate visual mark can be created alongside the VAMK logo if needed.
On the other hand, temporary projects and research groups that have a need to stand out in communication or to target a specific audience may, in a considered way, use a separate logo or name. These must be designed in collaboration with Communications and must align with VAMK’s visual identity. In such cases, always contact Communications.

Examples:

VAMK’s online magazine, such as Energiaa (branding development should be assessed) must also be aligned with VAMK’s brand in the future
VAMK’s podcast VAMK on Air (a good example of tying VAMK’s brand to a sub-product)
Strategic projects and development platforms with specific audiences and communication needs, e.g., ODDS Hub, Länsirannikko, H2Excellence

3. Partnerships and Collaborations

3. Partnerships and Collaboration

Strategic Partnerships

Long-term, goal-oriented partnerships where VAMK and the partner form a shared identity
Communication may use a joint logo or both logos together
The partnership may be based on a shared area of expertise, physical space, or regional context
Examples: Tritonia, Technobothnia, Nova

Collaborative Projects

Projects in which VAMK is one of the participants
Communication uses the logos of each participant; no separate brand is formed

4. Campus, Space Branding, and Physical Identity

VAMK’s campus is part of the umbrella brand, and its spaces and furnishings form a visible part of the university’s identity. All spaces, furniture, signage, and visual materials must follow VAMK’s visual identity and brand guidelines.
Spaces or services are not to be independently branded – for example, teaching spaces, customer service points, or campus services may not be given separate names or visual identities that deviate from the VAMK umbrella brand.

The brand hierarchy was approved by the Management Team in April 2025.

VAMK Brand Book

The brand book is an effective tool that helps build and maintain VAMK's brand. It provides clear guidelines and directions for communication and marketing, ensuring that we present ourselves consistently and recognisably in all our interactions. The brand book explains how we convey VAMK's core story, use language, and utilise visual elements.