Lufthansa reveals it’s new modernised look.
- March 2, 2018
Lufthansa has revealed its new, modernized brand image.
The most visible change is the new aircraft livery. In front of more than 3,000 guests in Frankfurt and Munich, Lufthansa will officially present a Boeing 747-8 and an Airbus A321 with the new design. The colour will be found in the future, on every boarding pass and at every Lufthansa counter at the airport, among other things.
“Lufthansa has changed and is more modern and successful than ever. From now on, this will also be visible to the public through a new design”, says Carsten Spohr, Chairman of the Executive Board of Deutsche Lufthansa AG. “The crane has always been with us and clearly stands for the promising performance from Lufthansa. To this day, it still stands as a symbol of highest quality, excellent service, flying expertise, reliability, innovative spirit; and it stands for trust.”
Against the backdrop of digitalization and changing customer requirements, Lufthansa recognized that the company needed to modernize the aircraft appearance in order to remain up to date. The Group invests two billion euros a year in new, fuel efficient aircraft. The premium on board and ground services meet individual customer requirements. Lufthansa was awarded the Platinum Award by the International Air Transport Association IATA for its new digital services and was the only and first airline in Europe to be awarded the 5th star by Skytrax. The introduction of a new business class with the new Boeing 777-9 in two years is an example of how the path to modernization will be consistently pursued in the future.
On the occasion of the 100th anniversary of the crane, every detail of the design was reworked – to meet requirements of the digital age. The new Lufthansa appearance gives the individual elements a new, modern quality to sharpen their impact. The designers found great importance in taking up the unique design tradition of the Lufthansa brand and leading it into the future.
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’s 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 colour combination of Lufthansa will also be retained – but the use of these primary colours will be redefined. The blue specially developed for Lufthansa is somewhat darker, more elegant and is becoming the leading brand colour. It stands for reliability, clarity and value.
Following the new brand launch, Lufthansa has launched a new brand campaign – Openness and curiosity which marks the start of the new #SayYesToTheWorld brand campaign. It questions familiar ways of thinking and habits. Lufthansa opens up the world to all explorers. With style, ambition and quality. With empathy for each individual. Reliable and trustworthy.