In 2009, Baldinger•Vu-Huu designed the new visual identity of École Estienne (École Supérieure des Arts et des Industries Graphiques). The school combines tradition and innovation. The uppercase É represents the school, its dynamism, its contemporaneity. The lowercase e represents Estienne, the founder of the school and therefore the tradition. The line links these two worlds in an inseparable way. It symbolizes the transfer of knowhow into our modern world. The school, in its modernity, remains connected to history. The line is elastic, it has a minimal length and can be stretched according to the desires and needs. The historical heritage thus becomes an asset in a resolutely dynamic identity.