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A primal survival strategy
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A deeper blue

A deeper blue

Issue
At a time when every brand is looking for ways to do business digitally, Lufthansa is beginning to look stale.
Resolved
There’s a related challenge that gets far less attention—the importance of simply looking more digital.

 

“And that, it seems, is much of what Lufthansa’s trying to accomplish.” Adweek’s Robert Klara is on to something, I place my bets on and pay lip service to.

Lufthansa livery before

before

Lufthansa livery after

after

Less circle - more crane, says Ronald Wild, Corporate Design Manager at Lufthansa.

“Less circle – more crane”,
says Ronald Wild, Corporate Design Manager at Lufthansa.

The famous crane logo, which Berlin’s graphic artist Otto Firle designed in 1918, was optimized for improved visibility on small devices such as watches and smart phones.

Nothing is more true in digital than less

The Lufthansa yellow is now exclusively reserved for passenger facing communication.

The Lufthansa yellow is now exclusively reserved for passenger facing communication.

German brands renown worldwide want to be perceived as most serious. German engineering. Reliable, correct, punctual and meticulous. Lufthansa also gains passengers confidence for being safe. Deutsche Bank, Mercedes, Nivea and Lufthansa are these brands.

The new design reflects these features. But how does the design disolve into behavior? Do less passengers experience crashes with Lufthansa? Is the new premium economy class standard comparable with Singapore (replace with your favorite airline)? Is it true that there are only 3 peanuts for each economy class passenger?

Read in fullby Robert KlaraGo to microsite