{"id":67678,"date":"2026-08-12T10:00:00","date_gmt":"2026-08-12T01:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=67678"},"modified":"2026-08-12T08:37:28","modified_gmt":"2026-08-11T23:37:28","slug":"berlin-museum-flexible-identity","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2026\/08\/12\/berlin-museum-flexible-identity\/","title":{"rendered":"Berlin Museum, logo made with 9 typefaces"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The Stadtmuseum Berlin has changed its external brand name to &quot;Berlin Museum&quot; and unveiled a new visual identity. This restructuring aims to connect the museums scattered across various locations under a single brand and to more easily convey the institution&#039;s themes to domestic and international visitors. The foundation&#039;s legal name will remain unchanged.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new identity was developed by the Berlin-based brand agency Stan Hema. Instead of a single fixed logo, it uses a fluid wordmark that applies different typefaces to &#039;Berlin&#039; and &#039;Museum&#039;. Up to 81 different forms can be created by combining nine typefaces, and a different combination appears every time the website is opened.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The typefaces are derived from Berlin&#039;s subway stations, architecture, shop signs, administrative documents, and street culture. Moskau Grotesk is based on the lettering of Caf\u00e9 Moskau. Futura Black Stencil reflects the illuminated signs of post-war shops, while ABC Maxi reflects the neon signs of late-night shops and snack bars. Crack represents the street culture of Friedrichshain and Kreuzberg.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The distinct typefaces capture Berlin&#039;s various eras and regions within a single system. The colors were also derived from the materials, light, and surfaces found in the city. The new identity will be applied sequentially to the eight locations operated by the Berlin Museum, as well as to the website, printed materials, and spatial guidance systems.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-01.gif\" alt=\"\" class=\"wp-image-67680\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-03.gif\" alt=\"\" class=\"wp-image-67681\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"684\" src=\"https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-09-1024x684.webp\" alt=\"\" class=\"wp-image-67682\" srcset=\"https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-09-1024x684.webp 1024w, https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-09-300x200.webp 300w, https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-09-768x513.webp 768w, https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-09-1536x1025.webp 1536w, https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-09-18x12.webp 18w, https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-09-600x401.webp 600w, https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/berlin-museum-09.webp 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>More and Sources<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.berlin.museum\/en\/hello\">https:\/\/www.berlin.museum\/en\/hello<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>\uc288\ud0c0\ud2b8\ubba4\uc9c0\uc5c4 \ubca0\ub97c\ub9b0\uc774 \ub300\uc678 \ube0c\ub79c\ub4dc\uba85\uc744 \u2018\ubca0\ub97c\ub9b0 \ubba4\uc9c0\uc5c4\u2019\uc73c\ub85c \ubcc0\uacbd\ud558\uace0 \uc0c8\ub85c\uc6b4 \uc2dc\uac01 \uc544\uc774\ub374\ud2f0\ud2f0\ub97c \uacf5\uac1c\ud588\uc2b5\ub2c8\ub2e4. \uc5ec\ub7ec \uc7a5\uc18c\uc5d0 \ud769\uc5b4\uc9c4 \ubc15\ubb3c\uad00\uc744 \ud558\ub098\uc758 \ube0c\ub79c\ub4dc\ub85c \uc5f0\uacb0\ud558\uace0, \uae30\uad00\uc774 \ub2e4\ub8e8\ub294 \uc8fc\uc81c\ub97c \uad6d\ub0b4\uc678 \ubc29\ubb38\uac1d\uc5d0\uac8c \uc27d\uac8c \uc804\ub2ec\ud558\uae30 \uc704\ud55c \uac1c\ud3b8\uc785\ub2c8\ub2e4. \uc7ac\ub2e8\uc758 \ubc95\uc801 \uba85\uce6d\uc740 \uadf8\ub300\ub85c \uc720\uc9c0\ud569\ub2c8\ub2e4. \uc0c8\ub85c\uc6b4 \uc544\uc774\ub374\ud2f0\ud2f0\ub294 \ubca0\ub97c\ub9b0\uc758 \ube0c\ub79c\ub4dc \uc5d0\uc774\uc804\uc2dc Stan Hema\uac00 \uac1c\ubc1c\ud588\uc2b5\ub2c8\ub2e4. \ud558\ub098\uc758 \uace0\uc815\ub41c \ub85c\uace0 \ub300\uc2e0 \u2018Berlin\u2019\uacfc \u2018Museum\u2019\uc5d0 \uc11c\ub85c \ub2e4\ub978 \uc11c\uccb4\ub97c \uc801\uc6a9\ud558\ub294 \uc720\ub3d9\uc801\uc778 \uc6cc\ub4dc\ub9c8\ud06c\ub97c \uc0ac\uc6a9\ud569\ub2c8\ub2e4. 9\uac1c \uc11c\uccb4\ub97c [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":67679,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[4,620],"tags":[1272,1456,3314],"class_list":["post-67678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-brand","tag-1272","tag-1456","tag-3314"],"acf":[],"jetpack_featured_media_url":"https:\/\/designcompass.org\/wp-content\/uploads\/2026\/08\/02_stan-hema-berlin-museum-graphic-design-itsnicethat-10.png-copy-scaled.jpg","publishpress_future_action":{"enabled":false,"date":"2026-08-19 13:15:00","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/67678","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/comments?post=67678"}],"version-history":[{"count":2,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/67678\/revisions"}],"predecessor-version":[{"id":67696,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/posts\/67678\/revisions\/67696"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/media\/67679"}],"wp:attachment":[{"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/media?parent=67678"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/categories?post=67678"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/designcompass.org\/en\/wp-json\/wp\/v2\/tags?post=67678"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}