Why Lufthansa Gave Its Brand Design A Refresh

Why Lufthansa Gave Its Brand Design A Refresh
Design

The airline with an iconic design has revamped its image to remain relevant in the digital age

Jennifer Passas
  • 15 february 2018

In an effort to modernize its aircraft appearance, Lufthansa recently updated its branding. This update is the first to the logo that has been on the fleet of 330 jets since 1989.

The objective in refreshing its image after thirty years was to embody the more dynamic, digital age that is today’s world. The new brand design encompasses a number of changes, from a bolder stripe for the plane’s vertical stabilizer to a reworked version of the famous crane insignia and a removal of the trademark yellow from the fuselage to revamp the famous crane insignia.

The Lufthansa logo lives in the company of other classic livery designs like TWA and Pan AM, which are subject to public outcry when any part of their visual identities change. While the response to Lufthana’s changes hasn’t been as loud as when American Airlines reworked its logo in 2013, it has received some criticism. Although many consumers seem to be onboard with the changes, there are some loyalists who are mourning the loss of the traditional yellow tone on various touchpoints, including the plane exteriors.

Lufthansa

In an effort to modernize its aircraft appearance, Lufthansa recently updated its branding. This update is the first to the logo that has been on the fleet of 330 jets since 1989.

The objective in refreshing its image after thirty years was to embody the more dynamic, digital age that is today’s world. The new brand design encompasses a number of changes, from a bolder stripe for the plane’s vertical stabilizer to a reworked version of the famous crane insignia and a removal of the trademark yellow from the fuselage to revamp the famous crane insignia.

+airline
+AIrplane
+Brand Development
+branding
+Design
+Lufthansa
+travel

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