A primal survival strategy
for brands and beings.
- At a time when every brand is looking for ways to do business digitally, Lufthansa is beginning to look stale.
- 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.
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
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?
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Lufthansa Robert Klara