ART GENERATION in Berlin has been publishing DEUTSCH MAGAZINE, an international lifestyle magazine, since 2003. Strichpunkt was responsible for its latest redesign. The new design lights the way to answer the question "What is German?". In the end, German is something different for everyone, constant change, a never-ending definition. This idea is the basis of the design concept. Typographic borrowings from the world of lexicons and references give the magazine an independent visual character. Thus, the magazine itself is an ever-expanding, never-finished lexicon – redefined by itself with each new issue.