As the Fachhochschule Wiesbaden was renamed Hochschule RheinMain, a new concept for positioning it as well as new image have become necessary. The university boasts a location at the hub of Germany and Europe. Its image conveys the concept of networking via a geometrical star shape, which also alludes to a stellar reputation and communicates the excellence of the university. The new claim “My life starts here” (“Rein in mein Leben”) is tied into this approach.