New Lufthansa Design

The new Lufthansa Design

Redaktion
07.02.2018
9 pictures
5 minutes

For weeks now, the aviation world has been speculating on the new Lufthansa design. Now, Europe’s biggest airline has given us the first in-depth insights into the development of its new visual identity. Under the hashtag #explorethenew, the company has even created an entire website around its new design. This is hardly surprising – after all, work on an iconic design like Lufthansa’s is of interest to a wide general audience, not just the aviation and design scenes. Here at WingMag, we’ve summarized the biggest changes for you.

The famous crane, the emblem of Europe’s largest airline, has been considered a national design icon since its launch in 1918, and was last modified 29 years ago. That’s a long time, given the constantly increasing demands on corporate logo designs in the 20th century, most recently due to digitisation. Many of the design’s features have endured until recently, but now even the crane is getting a makeover.

The new Lufthansa design – even the crane is changing

Just in time for its 100th birthday, then, Lufthansa’s trademark crane logo is getting a facelift. Of course, changing the iconic emblem of the Deutsche Luft-Reederei (DLR, Lufthansa’s predecessor) is a process that must be approached with great care. Lufthansa has made its vision for the new design quite clear, describing it as an evolution rather than a revolution. It’s a tremendous challenge for any art director.

In a side-by-side comparison (see above), the changes to the crane symbol are clearly discernible. In order to increase the emphasis on the crane, the thickness of the ring encircling it has been considerably reduced. Even the design of the bird itself, however, has been modified. Due to new application areas, like apps and social media, the crane needed to be more clearly delineated to ensure that it would still be recognizable, even when scaled down for app icons. The spaces between the crane’s individual feathers and pinions, for example, have been enlarged. At the same time, the bird’s beak has been adjusted, in keeping with the rest of the modified design.

Blue takes centre stage in the new Lufthansa logo

For many, however, the logo’s colour scheme is probably the most obvious change. The blue crane on the yellow background is now a thing of the past. Aircraft tail fins will, in future, feature a white crane on a dark-blue background, a much classier effect, if one more difficult to discern at a distance.

This development is not really surprising when one considers that Lufthansa’s yellow-and-blue crane and circle design was really only used on the planes themselves. The new, more finely drawn logo and more subtle deep-blue-and-white colour combination are intended to emphasise Lufthansa’s standing as a premium airline.

The yellow background, which has hitherto been overwhelmingly associated with Lufthansa, is to be retained as a secondary colour. Among other things, it will appear on staff uniforms, at on-the-ground touchpoints, and in digital platforms like smartwatches and apps.

The painting schedule for the new Lufthansa design

So far, only a few of the planes in the Lufthansa fleet have been painted with the new design. Painting the airline’s entire fleet is set to take seven years. By the end of this year, however, as many as forty Lufthansa aircraft should be decked out in the new design and in use. It will be interesting to see how the new look is received by the public.

More about the new Lufthansa design

Finally, we would like to share a link to a short video (in German) that Lufthansa shared with us via their YouTube Account. It provides a brief insight into the design process and the concept behind the modifications to the logo. And if you simply can’t get enough of Lufthansa’s new look, check out the amazing #explorethenew website (now offline), which enables you to examine every single detail of the new design.

by Redaktion

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