The city of Bonn has many facets: German United Nations City, renowned business and science location, birthplace of Ludwig van Beethoven, charming city on the banks of the Rhine and a political centre of the Federal Republic. The city brand FREUDE-JOY-JOI highlights the characteristics as international United Nations City and birthplace of Ludwig van Beethoven. The agency Gramm built up an ideal combination of these two components. The word “joy”, taken from the text “Ode to Joy” from Friedrich Schiller and set to music in the fourth movement of Beethoven’s ninth symphony refers to the outstanding composer and most famous son of the city. The translations of the key word FREUDE into English and French represent in turn the internationality of Bonn.