Lufthansa has unveiled a new brand design that sees dark blue become the airline’s leading colour and the carrier’s famous yellow pared back.
Revealed to the world at its Frankfurt and Munich hubs via a B747- 8 and A321, the new design represents what the airline calls a modernized brand image and was created to meet the demands of a digital age.
The new aircraft livery reflects the most visible change in branding. Coming nearly 30 years after the last redesign, it features a slimmer, more elegant crane and ring against a darker blue that stands for “reliability, clarity and value”.
“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”, said Carsten Spohr, Chairman of the Executive Board of Deutsche Lufthansa AG.
“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.”
The other notable feature – to the concern of some flyers on social media – is the absence of yellow in the livery. But fans of that particular hue need not fret as the carrier’s iconic yellow will still be used as a “means of differentiation” on boarding passes and at Lufthansa counters among other things.
The colour will also appear on the crew’s new uniform and on some accessories, which will all eventually carry the new design.
In addition to the new livery, Lufthansa has developed a fresh typeface that it says is particularly easy to read on mobile devices.
The airline has also launched a brand campaign called #SayYesToTheWorld, which encourages openness and curiosity in its flyers.
No longer bearing the crane, the Lufthansa Group’s branding has also changed to better reflect the variety of brands within the group including SWISS, Austrian Airlines, Brussels Airlines and Eurowings.