The corporate branding of the Walther Rathenau Technical College in Freiburg, Germany, communicates the school's excellence as an institution of higher learning while reinforcing the sense of unity among 1,400 students and 80 faculty members. Bright, branching and upward reaching, the design evokes the key values of growth, structure, interconnectivity, development and expansion. Interwoven circuitry alludes to electrical engineering; the suggestion of a molecular construction speaks to curriculum strengths in chemistry and pharmaceutics. The new brand image suggests a longing to achieve, progress and persevere by means of forward thinking.