Berlin Museum Rebrand Draws on U-Bahn and Currywurst Typography

The Berlin museum known as Stiftung Stadtmuseum has undergone a transformation, now being called Berlin Museum, a change designed by the Berlin-based studio Stan Hema. Set to debut citywide in September 2026, this updated identity seeks to enhance accessibility and recognition, responding to concerns that the previous name was unclear. The rebranding features a versatile wordmark that draws on typography found throughout Berlin, such as in U-Bahn stations, famous landmarks, and currywurst vendors, showcasing the city's rich diversity. With 4.5 million items under its new identity, the museum will unify locations like the Märkisches Museum and the Nikolaikirche. Artistic director Sophie Plagemann highlighted the prominence of "Berlin" in the name, while designer André van Rueth noted the wordmark's ties to the city's essence. Managing director Mathias Illgen described the brand as a welcoming gesture for both locals and tourists. This rebranding process was shaped by an open call for Berliners to discuss the museum's image, resulting in a strategic repositioning. The new identity will be visible throughout the city, from galleries to the Brandenburg Gate.