fresh thinking

Lufthansa’s new branding takes off

Salomi Shah, 16th February 2018
Lufthansa recently unveiled its new aircraft livery and aviation geeks around the world have responded with mixed reviews.

Celebrating 100 years of the crane and earning the title of a five-star airline by Skytrax, the airline thought that the time had come to bring in the new branding. Carsten Spohr, Chairman of the Executive Board of Deutsche Lufthansa AG says "Heritage meets the future. Lufthansa presents a new brand design.”

According to Lufthansa circles, the new look will not be a dramatic change, but a refresh of the existing design. The blue and crane have been slimmed down. The crane is integral to the airline’s image. It symbolises Lufthansa’s goals of quality, reliability, and trust. The blue quietly signifies modernity and stability.

Personally, I feel the new branding is contemporary and although, the new collaterals look crisp, removing the yellow from the logo bothers me. The yellow and blue combination had warmth. The yellow shone like a sun behind the Lufthansa crane.

People often ask me why I’m so enthusiastic about aviation. When I was young, we took family trips almost every summer. That’s one full summer of happiness. Ever since then, I associate aeroplanes as a vehicle to happy faces.

For that child still in me, the new livery fails to evoke those memories.

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