German carrier Lufthansa has unveiled a new brand identity as part of its airline’s first livery refresh for its fleet in more than three decades.
The new logo no longer bears the crane and is written completely in capital letters, “to offer optical neutrality for all companies”, the company disclosed.
Also, this year is the 100th anniversary of the crane logo’s design, and it was reworked to make it “slimmer and fit for the digital world”, a press release said.
While the blue-yellow color combination of Lufthansa will be retained, the blue, now darker, will become the leading brand color.
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 color 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.
The Lufthansa Group recently ribbed rivals Ryanair with a pun-centric capitalization on the Irish carrier’s spate of woes, including high levels of flight cancellation.