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Lufthansa brand refresh sees a 'slimmed down' crane soar through a blue colour scheme

A healthy dose of blue sky thinking has seen German carrier Lufthansa adopt a new brand identity as part of the airline's first livery refresh for its fleet in more than three decades.

Gone is the distinctive sun-like orb and in its place is a dark blue coat with yellow accents, which will eventually be reproduced on all its aircraft as well as on boarding passes, airport counters and online.

Seeking to marry a hundred-year heritage defined by a pictographic representation of a crane, the company has kept this connection to its past intact while tweaking the colour scheme to give it a fresh look.

Carsten Spohr, chairman of the executive board of Deutsche Lufthansa AG, said: “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.

"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.”

Designed by graphic artist Otto Firle the crane trademark has become Lufthansa’s defining symbol but has been slimmed down with a thinner ring for a more elegant look and blues darkened.

To mark the new look Lufthansa has launched its #SayYesToTheWorld brand campaign.

The Lufthansa Group recently ribbed rivals Ryanair with a pun-centric capitalisation on the Irish carrier's spate of woes, including high levels of flight cancellation.