The German town of Waldkirch has an organ-building tradition that extends back more than 200 years. The town is internationally known for its outstanding craftsmanship and continues to be an important centre for the pipe organ industry. A new visual identity has been created for the town to meet today’s marketing needs. The specially created emblem is more than just a visual representation of the town’s name; it also acts as a central brand element. The resulting logo concept uses a coding system which depicts both a sense of excellence that transcends generations and the city’s many cultural offerings and sites.