Aachen brand

Excellently trained specialists in the STEM fields, the internationality of the universities, an agile research scene, innovative start-ups and market-oriented networking with companies: These elements can be used to describe the highly effective and dynamic scene that can hardly be found in this form in any other city. Precision is required in the description: Aachen is more than just one of many science cities. Aachen is a "pioneering laboratory of the future".

According to surveys, Aachen's border location is unanimously regarded as a top argument both regionally and nationally. What's more, Europe is not administered here, but highly valued and, above all, lived. Without the typical qualities of a large city, however, this European character would not really be conceivable. Short distances and an above-average young population combine to create an atmosphere of relaxed urbanity. All this makes Aachen a "European microcosm".

Charlemagne and the cathedral are naturally included when it comes to describing Aachen as a "historical hot spot". But it should be emphasized: Aachen is more than Charlemagne and the cathedral. The entire epochal history of Europe can be experienced in Aachen, not just individual periods. And besides the noble history? It's the little things that give Aachen its tangible local color: Klenkes and Printen, Öcher Platt and the old town. Where are the hot springs? They are an important part of the story, but they are clearly not visible enough in the cityscape to be at the forefront of the Aachen narrative.

Aachen is dynamic and innovative across the board, cosmopolitan and open-minded, yet relaxed and unagitated. Is that true? If not, we need to work on it!

The Aachen brand is the ideal source of inspiration for this. Urban goals, products and offers can be easily tested and steered accordingly on the basis of the brand. The brand should be a guideline for politics and urban development. It should be an expression of the city feeling and set the pace for city communication. This direction was confirmed by the main committee last year.