Jewish art, history and culture in Frankfurt form the exhibition concept of the Jewish Museum Frankfurt. The special challenge in creating a rebranding was to visualize the unique regional aspect and forego a stereotypical sign language. In an echo of the strongly variable number of Jews living in Frankfurt’s Jewish quarter over the years the developed logo became a generative one, which changes depending on the actual number of visitors located in the museum. Triangles build the basic form for the dynamic element. At the same time, they are the basic forms of the Star of David and consequently connected with Judaism in a symbolic way. This figure finds its optical support in a rectangle, which shows the silhouette of Frankfurt’s Jewish quarter in an abstract way. The dynamism of the generative logo has been taken in consideration while creating the office equipment, the posters and further applications as a central element.