For years, the Brandenburgische Technische Universität Cottbus has been gaining further international renown for its research and teaching activities. A new brand concept was designed to communicate the merits of the East German university more clearly, both internally and to the outside world. The brand idea “We live science” (“Wir leben Wissenschaft”) portrays the university’s function as a link between theory and practice. The newly designed image alludes to the architecture of Cottbus' world famous university library which combines organically inspired shapes with the concept of knowledge flow.