Made in Germany’ is much more than just a location branding: it is history, politics, industrial innovation and international trade competition, cultural values, social engagement, and labor standards. SMCK Magazine issue #11 offers its readers food for thought by compiling a glossary of what ‘Made in Germany’ consists of. Let us think about what ‘Made in Germany’ pioneers tell us about the amazing story of an experimental and intrepid Avant-garde, of the heroic sacrifice of Hans and Sophie Scholl that inspired the vision of postwar designers for true democracy, of the quest for improving the life quality of the less privileged, and last but not least of enhancing customers’ pleasure and increasing consumers’ brand loyalty.