Heritage meets the future: Lufthansa presents a new brand design

Lufthansa recognized that the company needed to modernize the aircraft appearance in order to remain up to date.

Lufthansa revealed its new, modernized brand image to customers and employees at two major events at the Frankfurt and Munich hubs earlier this month. The most visible change is the new aircraft livery. In front of more than 3,000 guests in Frankfurt and Munich, Lufthansa officially presented a Boeing 747-8 and an Airbus A321 with the new design.
In the previous week, individual details created interactive discussions, especially on social media. The response to the new appearance was predominantly positive, although some people missed the traditional yellow tone; nevertheless, it will receive a specific function to serve as a means of orientation and differentiation. The color will be found in the future on every boarding pass and at every Lufthansa counter at the airport.
“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,” said 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 of 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 €2 billion ($2.3 billion) a year in new, fuel-efficient aircraft.
“The modernization of Lufthansa is only possible thanks to the commitment of our employees, who are the best in the industry. They are the actual face of the brand,” Spohr added.
The crane, designed exactly 100 years ago by graphic artist Otto Firle, 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.