The software brand relates to the educational mission of the schools. The owl as a symbol of knowledge and its dissemination refers to teachers and their relation to adolescent students. The logo emphasizes an emotional and caring approach. It helps teachers to approach working with an unfamiliar tool reducing any psychological inhibitions. The design communicates: The software is easy to use. The claim promises: with "Ecole" (French for school) you can organize everything in a smarter way ("smarter organisiert").