What is a technology museum supposed to stand for in an age when the thrill of technology has given way to concerns about the future? What can you exhibit when technology has changed from straightforward and mechanical to minuscule and digital? In a two-day workshop with staff and management, we discussed these questions and established the museum’s brand values.
Working together with the foundation, we defined strengths and values, studied the competition and staked out our own position. The Deutsches Technikmuseum is not just a place for marveling at technological innovations and understanding how they work – it’s a museum of connections just waiting to be discovered.
In 2013, the Deutsches Technikmuseum was part of a family of institutions including Science Center Spectrum, the Sugar Museum (now closed) and the Archenhold Observatory and Zeiss Großplanetarium (now independently operated). We provided an anchor for all this diversity in the form of a new corporate design and a well-structured brand architecture. The visual language reflects the foundation’s basic philosophy of explaining the history of technology in the context of the history of humanity.