Which major global airline has totally revamped their image?

Which major global airline has totally revamped their image?
By Hannah Edensor


A massive world airline has decided to undergo a bit of a makeover and freshen up its iconic look. No it’s not Qantas (who’s roo got a shake up not too long ago), it’s in fact, your airline Lufthansa.

Yep, the European carrier has had the design team take to it with pens and paint, with its modernised brand image revealed to customers and employees at two major events at the Frankfurt and Munich hubs on Wednesday, 7 February.

“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.”

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In light of a more digital world and changing customer requirements, Lufthansa recognised that the company needed to shake things up with the aircraft appearance in order to stay relevant. The Group invests two billion euros a year in new, fuel efficient aircraft.

The premium on-board and ground services meet individual customer requirements. The introduction of a new business class with the new Boeing 777-9 in two years is an example of how the path to modernisation will be consistently pursued in the future.

On the occasion of the 100th anniversary of the crane, every detail of the design was reworked, but the crane, designed exactly 100 years ago by graphic artist Otto Firle, and a distinctive icon in the sky, remains the airline’s iconic symbol.

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In the future, it will be slimmer and fit for the digital world. A thinner ring makes the crane look more elegant, bringing it into the foreground and granting it more space. All in all, the trademark will gain lightness and elegance.

The familiar blue-yellow colour combo of Lufthansa will also be retained – but the use of these primary colours will be redefined. The blue specially developed for Lufthansa is somewhat darker, more elegant and is becoming the leading brand colour. It stands for reliability, clarity and value.

In the previous week, individual details created interactive discussions, especially on social media. The response to the new appearance was predominantly positive, although some people missed the traditional yellow tone; nevertheless, it will receive a specific function to serve as a means of orientation and differentiation.

The colour will be found in the future, on every boarding pass and at every Lufthansa counter at the airport, among other things.

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After 30 years, Lufthansa’s aircraft are also gradually being given a new livery, and after more than 800 designs and colour developments in the laboratory, the new aircraft design was completed.

In keeping with the airline’s claim to be premium, the blue colour of the livery will dominate the sky and the world’s airports for the next few decades.

And yes! The cabin crew are scoring a hot new look to go with the mammoth revamp, including yellow accessories!

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On-board articles such as tableware, amenity kits, blankets or pillowcases will carry the new design in future. Around 160 million items will be exchanged over the next two years.

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Check out some more branding updates here:

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