showpiece / signboard
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showpiece
A person or thing that is considered the best example or representative of a group, company, or country and shows its positive qualities.
Die Pünktlichkeit der Züge gilt als Aushängeschild der Schweizer Bahnen.
The punctuality of the trains is considered a showpiece of the Swiss railways.
The word is made up of the verb 'aushängen' (to hang out / display) and the noun 'Schild' (sign). Literally, it describes a sign that hangs outside to represent a business. This idea of representation is transferred to the figurative meaning.
Das alte Aushängeschild aus Metall quietschte im Wind.
The old metal signboard creaked in the wind.
In the figurative meaning, the structure 'das Aushängeschild für/von etwas sein' (to be the showpiece for/of something) is often used. The preposition 'für' (for) or the genitive indicates what the person or thing is representative of.
Der Eiffelturm ist das Aushängeschild von Paris.
The Eiffel Tower is the showpiece of Paris.
The literal meaning, a real sign, is less common today. Most of the time, the figurative meaning is intended, where a person, product, or quality serves as a symbol for an entire group or company.
Die Zuverlässigkeit unserer Produkte ist unser wichtigstes Aushängeschild.
The reliability of our products is our most important showpiece.
sign / shield
'das Schild' and 'das Aushängeschild' can both be a visible sign with information. 'das Schild' is the general word for a board or plate with text, a symbol, or a warning. 'das Aushängeschild' can be a sign outside a shop, but today it is often used figuratively: a person or thing shows especially well what a company, association, or country stands for. The words can be confused because 'Aushängeschild' contains the word 'Schild'. For ordinary notices like 'Eingang' (entrance), 'Rauchen verboten' (no smoking), or 'Achtung' (warning / attention), however, you simply say 'Schild'.
Die junge Köchin ist das Aushängeschild des Restaurants.
The young chef is the showpiece of the restaurant.
Am Eingang hängt ein Schild mit den Öffnungszeiten.
There is a sign with the opening hours hanging at the entrance.