das  Aushängeschild

B2

Estimated CEFR level.

/ˈaʊsˌhɛŋəˌʃɪlt/

What Exactly is 'das Aushängeschild'? Signboard or Symbol? 🤔

Das Aushängeschild is a German noun with two main meanings:

1. Literal meaning: A sign, usually attached to the outside of a shop, restaurant, or craftsman's workshop, indicating its presence. It often protrudes (from aushängen - to hang out) and bears the name or a symbol of the establishment. 🏢

   Example: Das kunstvoll geschmiedete Aushängeschild der alten Apotheke ist berühmt. (The artistically forged sign of the old pharmacy is famous.)

2. Figurative meaning: A person, thing, or quality considered particularly representative (in a positive way) of a group, company, city, or idea. It serves as a showpiece, flagship item, or figurehead. ✨

   Example: Die innovative Produktlinie ist das neue Aushängeschild des Unternehmens. (The innovative product line is the company's new flagship/showpiece.)

   Example: Der Spitzensportler ist ein wichtiges Aushängeschild für seine Heimatstadt. (The top athlete is an important figurehead/ambassador for his hometown.)

🚨 It always takes the article das because the base word 'Schild' (sign, shield) is neuter (das Schild).

Grammar Deep Dive: das Aushängeschild 🧐

Das Aushängeschild is a neuter noun. Its declension follows the pattern of strong nouns.

Example Sentences

• Das Restaurant hat ein neues Aushängeschild bekommen. (The restaurant got a new sign. - Accusative singular, literal)
• Der Erfolg des Produkts ist dem guten Ruf des Aushängeschildes zu verdanken. (The product's success is thanks to the good reputation of the flagship product. - Genitive singular, figurative)
• Sie gelten als die Aushängeschilder der modernen Kunstszene. (They are considered the figureheads/leading examples of the modern art scene. - Nominative plural, figurative)
• Man erkennt das Geschäft an seinem markanten Aushängeschild. (You can recognise the shop by its distinctive sign. - Dative singular, literal)

In Action: When to Use 'Aushängeschild'? 🎯

Das Aushängeschild is used both literally and figuratively, with the figurative meaning being more common in modern usage.

• Literally: Refers to physical signs on buildings, often in the context of shops, crafts, gastronomy, or historic townscapes. Here, it's about pure information or decoration.
• Figuratively: Used to describe something or someone perceived as particularly positive and representative. This often occurs in marketing, PR, sports, culture, and corporate communication. It carries a strong positive connotation, implying a role model status or high quality.

For instance, you might speak of the Aushängeschild of a company (e.g., a star product), a region (e.g., a landmark or a successful athlete), or a movement (e.g., a well-known personality).

⚠️ Caution: It's used almost exclusively in a positive sense. For something negative that is representative, you would rather use terms like 'Schandfleck' (eyesore, blot) or 'Negativbeispiel' (negative example).

Memory Hooks 🎣

For the article (das): Remember das Schild (the sign/shield). An Aushängeschild is just a specific type of Schild, so it keeps the neuter article das. Picture: Das big sign HANGING OUT.

For the meaning: An Aus-hänge-schild literally hängt aus (hangs out) for everyone to see and is a Schild (sign) that represents something – either a shop (literally) or the best qualities of something (figuratively).

Word Connections: Synonyms & Antonyms 🔄

Similar but Different Words

• Werbetafel: (Billboard) - Larger, often freestanding, purely advertising, not necessarily at the place of business.
• Wegweiser: (Signpost) - Indicates directions, not a symbol of representation.

Time for a Laugh 😂

Fragt der Chef den neuen Marketingleiter: "Was halten Sie von unserem bisherigen Aushängeschild?"
Sagt der Marketingleiter: "Naja, es hängt ziemlich schief und die Farbe blättert ab... Ach, Sie meinen das Produkt?!"

Translation: The boss asks the new marketing manager: "What do you think of our current Aushängeschild (sign/flagship)?"
The marketing manager replies: "Well, it's hanging quite crookedly and the paint is peeling... Oh, you mean the product?!"

Poetic Moments ✍️

Das Aushängeschild

Mal aus Holz, mal aus Metall,
hängt es draußen, überall.
Zeigt den Namen, stolz und klar,
was der Laden bietet dar.

Doch auch Menschen, stolz und fein,
können Aushängeschilder sein.
Für die Firma, Stadt und Land,
weithin positiv bekannt.

Translation:

The Sign/Flagship

Sometimes wood, sometimes metal,
It hangs outside, settling everywhere.
Shows the name, proud and clear,
What the shop offers here.

But people too, proud and fine,
Can be Aushängeschilder, a leading line.
For the company, city, and land,
Positively known throughout the strand.

Brain Teaser 🧩

Ich hänge oft vor einem Laden,
manchmal bin ich nur Fassade.
Ich zeige, was man Gutes hat,
bin Symbol für Firma oder Stadt.

Was bin ich?

Solution: das Aushängeschild

Translation:

I often hang outside a shop,
Sometimes I'm just a facade, non-stop.
I show the good things they possess,
A symbol for company or city, no less.

What am I?

Solution: das Aushängeschild (the sign / flagship / figurehead)

Extra Tidbits 🤓

Word Composition

Das Aushängeschild is a compound noun (Kompositum) made of:

• aushängen: The verb meaning to hang something out, so it's visible.
• das Schild: Meaning sign or shield.

So, the composition literally describes a sign that is hung outwards.

Trivia

Historische Aushängeschilder (historic signs), especially from guilds or old inns, are often artistically designed and are considered cultural assets today. You can find many examples in old town centres across German-speaking countries.