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.
Lufthansa crane soars through deep blue skies in new brand livery
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.