The Traditional Shop Signs of Vienna
The typography of shop signs in a city can contribute to its aesthetic character, from glitzy neon lettering to traditional swinging logos. Stadtschrift is a typographic museum in Vienna that is aiming to preserve and document historical façade lettering, which they fear is being lost due to the decline of small businesses. The association wants to ‘promote awareness of the handwriting of Vienna by preserving obsolete logos with nostalgic meaning from being scrapped.’ Here’s a small selection of their finds, as well as iconic signs that continue to light up the city streets.
1. Vintage cinema
Casino, Cinema, Shop
This italic neon lettering belongs to Film Casino, one of Vienna’s vintage cinemas.
Film Casino, Margaretenstraße 78, 1050 Wien, Austria, +43 1 5879062
The lit-up signs of Film Casino | © FILM CASINO
2. The Stadtschrift museum
Museum, Shop
This wall, arranged by the Stadtschrift museum, contains various rescued shop signs, meaning that they can continue to be appreciated by the public.
Stadtschrift museum, Kleine Sperlgasse 2c, 1020 Wien, Austria
The rescued letters hang on the wall | © StadtschriftMuseum
Classic travel agents
Timeless handbag store
A family butcher
The mustard yellow letters stand out from the shop front of this butcher shop.
Iconic chains
One of Vienna’s café chains, Aida, opts for shocking-pink neon lettering. The cake, ice cream and coffee shops are dotted all around the city.
3. influences
Shop
Although it was established in the naughties, Café Espresso has a distinct 1950s vibe, including the italic neon lettering on the façade.
Café Espresso, Burggasse 57, 1070 Wien, Austria, +43 1 5221 0570
Cafe Espresso | © Nico Kaiser / Flickr | © Nico Kaiser / Flickr
A traditional look
The classic painted letters of a guest house in Vienna.
4. Quirky and unusual
Church, Shop
This quirky sign designed in the shape of a tea strainer belongs to Viennese company Demmer Tee Haus and can be found close to the Karls Church (Karlskirche).
Demmer Tee Haus, Mölker Bastei 5, 1010 Wien, Austria, +43 1 533 5995
The tea strainer sign | © Herzi Pinki / WikiCommons
5. Art Deco style
Cinema, Shop
The neon letters of the Bellaria Kino cinema glow in the winter snowstorm.
Bellaria Kino, Museumstraße 3, 1070 Wien, Austria, +43 1 5237591
https://www.instagram.com/p/BQS1O1cl3j1/?tagged=bellariakino
6. Iconic and well-loved
Shop
Café Pruckel is one of Vienna’s most iconic coffee houses, where you can enjoy delicious traditional Viennese pastries and soak up the elegant atmosphere over a cup of good-quality coffee.
Café Pruckel, Stubenring 24, 1010 Wien, Austria, +43 1 5126115
Café Pruckel | © AchimBieniek.com
Classic electronics
Here’s an old radio store with vintage-style neon lettering, synonymous with the 1920s and ’30s.
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