Dark blue has become the leading brand color for German airline Lufthansa that recently unveiled its revamped logo and new livery at two events at the Frankfurt and Munich hubs on Wednesday. The redesign marks 100 years since the airline introduced its crane logo.
“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.
In front of more than 3,000 guests in Frankfurt and Munich, Lufthansa presented a Boeing 747-8 and an Airbus A321 with the new design.
Although the distinctive yellow color from the crane logo on the tail of the aircraft is now gone, it will receive a specific function to serve as a means of orientation and differentiation.
The “more elegant” blue specially developed for Lufthansa is said to stand for reliability, clarity and value.
“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.”
According to an announcement, 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 crane was designed exactly 100 years ago by graphic artist Otto Firle. On the occasion of the crane’s 100th anniversary, every detail of the design was reworked – to meet requirements of the digital age.
Moreover, 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. This will take into account the great variety of brands in the Group, offering optical neutrality for all companies.