8th February 2018
Written on 8th February 2018
Lufthansa presents a new brand design
Lufthansa revealed its new, modernized brand image.
The crane, designed exactly 100 years ago by graphic artist Otto Firle, a distinctive icon in the sky, remains the airline's iconic symbol. In the future, it will be slimmer and fit for the digital world. A thinner ring makes the crane look more elegant, bringing it into the foreground and granting it more space. All in all, the trademark will gain lightness and elegance. The familiar blue-yellow color combination of Lufthansa will also be retained – but the use of these primary colors will be redefined. The blue specially developed for Lufthansa is somewhat darker, more elegant and is becoming the leading brand color. It stands for reliability, clarity and value.
After 30 years, Lufthansa's aircraft are gradually being given a new livery. The design was developed in a complex process with numerous experts. After intensive preliminary studies, more than 800 designs and own color developments in the laboratory, the new aircraft design was completed. In keeping with the airline's claim to be premium, the blue color of the livery will dominate the sky and the world's airports for the next few decades.
In the cabin, guests will encounter the modernized design within the crew's uniform in the form of new – and often yellow – accessories. On-board articles such as tableware, amenity kits, blankets or pillowcases will carry the new design in future. Around 160 million items will be exchanged over the next two years.
An important challenge in revising the design was to meet the requirements of today's and tomorrow's digital world. In addition to optimizing the crane for new technical requirements, Lufthansa has developed its own typeface, which is particularly easy to read on mobile devices or Smartwatches.
The Lufthansa Group's brand image has also been modernized. The new logo no longer bears the crane and is written completely in capital letters.
The new Lufthansa blue is the Lufthansa Group's main color. White ensures lightness and an independent appearance. Yellow complements the color palette.