Rauma Renews Its Brand: Maritime Logo Wins Public Vote
News
The City of Rauma is renewing its brand, and as part of the process, the city organised an advisory public vote on a new logo symbol in April. Residents of Rauma – as well as people across Finland through a social media campaign – were encouraged to choose their favourite from three alternatives. The maritime logo received a clear majority, winning over 60 per cent of the votes, with more than 5,500 responses submitted in total. The winning logo will become an integral part of Rauma’s renewed brand.
The logo vote was part of Rauma’s active hospitality work, while also representing a new and engaging way to carry out municipal marketing. Rauma aims to attract and appeal to new residents, businesses, students and visitors.
Maritime Identity Is an Inseparable Part of Rauma
The branding work began on Rauma Day in 2025 with a survey exploring how residents define Rauma identity and which elements of it they consider most important. One year later, on Rauma Day 17 April 2026, the city brought the vote to the market square, while also activating people living elsewhere in Finland to participate through a social media campaign.
– The maritime logo option clearly won the vote and is an excellent fit for Rauma. In many ways, the sea is an inseparable part of Rauma’s identity. Rauma’s maritime industry has a long history and a bright-looking future. Maritime life is a distinctly Rauma way of being and living, says Esko Poikela, Mayor of Rauma.
After more than a year, the branding project is now approaching its conclusion. The new maritime logo will become part of Rauma’s renewed brand, through which the city aims to highlight its unique strengths even more clearly – a strong business city profile, rich World Heritage sites and cultural life, as well as its close connection to the sea.
Brand as Part of Long-Term Reputation Building – Rauma Remains Relatively Little Known in Finland
A reputation survey conducted among Finns in December 2025 revealed that only a small share of people are familiar with Rauma and its strengths. The previous brand was perceived as too generic, as it did not sufficiently reflect Rauma’s unique characteristics.
To build a consistent image, Rauma has defined clear awareness pillars it wants to be known for going forward. These include Rauma’s two UNESCO World Heritage Sites, its cultural life, strong business sector, and easy living in a maritime city. The brand is designed to communicate these strengths in an approachable, confidently positive and modernised way that respects tradition. The goal is for the renewed brand to support Rauma’s reputation-building work in the long term.
Results of the Logo Vote:
Maritime: 3,496 votes – 62.6 %
Historical: 1,820 votes – 32.6 %
Dynamic: 267 votes – 4.8 %
Voting period: 13–24 April 2026
