Lettering from the Vienna Technical Museum goes under the hammer!

Lettering from the Vienna Technical Museum goes under the hammer!

In a sign of change: The Vienna Technical Museum has aimed for a simple but future-oriented appearance. On April 9, 2025, the lettering was changed from “technological museum wien” to the concise short form “tmw”. This move not only marks a change in visual style, but also signals a technological departure that is intended to stimulate visitors' curiosity and enthusiasm for learning, reports the courier.

The new brand identity, developed by the Viennese design studio Freude, places a clear focus on future topics and is based on the Sustainable Development Goals (SDGs) of the United Nations. This underlines the museum's goal to act as a leading educational institution in technology and society. The term “tmw” also evokes associations with “tomorrow” and thus symbolizes a future-oriented vision.

Unique letters under the hammer

As part of the brand change, the old letters of the logo will be auctioned off under the motto “Sign of the Times”. Not only are these letters unique, but they also bear visible signs of age such as discoloration and scratches, increasing their historical value. The auction will take place on the online auction platform “Aurena” until June 21st. Anyone interested can view the letters on June 18th between 2:30 p.m. and 3:00 p.m. before the minimum bids start at 10 euros. The proceeds from this campaign go towards scientific research and the preservation of the museum's collection.

General director Peter Aufreiter, who has been leading the redesign since 2020, emphasizes: “Curiosity is the driving force for our visitors.” With this in mind, a new image film entitled “Be curious.” published, which conveys the museum's central concern in emotional images. The film can be accessed online and invites anyone interested to discover the fascination of technology, as medianet.at reports.

New corporate design – a creative concept

The reorientation of the Technical Museum is not just a question of the logo. The new corporate design (CD) and corporate identity (CI), which were launched in 2024, are intended to underline the company's claim to innovation. A central design element is the “spark,” which stands for curiosity and the spirit of discovery and is visible in all areas of the museum – from exhibition halls to print materials to the online presence. The new colors used a modern, strong and digital color design that reflects the dynamic character of the museum, summarizes the website of the Technical Museum.

Overall, the Vienna Technical Museum is determined to maintain its place at the top of educational institutions for technology with its new appearance and innovative approaches. The mix of tradition and modern design could help further increase interest in technological knowledge and thereby inspire the next generation of technology enthusiasts.