Lufthansa has Launched a New Look

The German airline displayed two planes — a Boeing 747-8I and an Airbus A321 — to introduce the public to the new paint job. Eventually, all 330 planes in the carrier’s fleet will be updated with the new look.
The airline kept its 100-year-old crane insignia which was designed in 1918 by Otto Firle. However, the company’s trademark yellow which used to encircle the crane has been ditched. Instead, the crane is encircled in a moving variety of blue tones simulating the horizon.
There is still that bright familiar Lufthansa yellow in the redesign. You have to fly the airline to see the yellow touches which highlight the cabins and lounge areas. Also, check-in signs and boarding passes are trimmed in yellow as well as the scarves worn by the flight attendants.
“I like the idea that they’re using their yellow a bit more thoughtfully, as a highlight,” said Simon Thorneycroft, founder and CEO of Perspective Branding.
The company also seeks to enter into the digital age with a new “modernized brand image.”
Alexander Schlaubitz, the carrier’s Vice President of Marketing acknowledged in a promotional video that much has changed in branding since 1989; especially in what he called “the digital space.”
“A lot of the things that had been designed from a brand perspective at the time were quite static, and that was OK,” Schlaubitz said. “But since then, the world has become incredibly dynamic and incredibly agile.”
As part of its new innovations, the Frankfurt-hubbed airline announced plans to hire 8,000 more people in 2018. The plan calls for half of those new employees to start as flight attendants. Eurowings, a subsidiary of the Lufthansa Group offering low-cost flights to 79 destinations, will get 2,700 of the new employees hired in 2018.
“Lufthansa has changed and is more modern and successful than ever,” said CEO Carsten Spohr. “From now on, this will also be visible to the public through a new design.”

About the Author

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Svilen Petrov
My name is Svilen Petrov and I’m founder and chief editor at Wings Journal. Wings Journal is an independent media, which provides you daily with the most interesting and actual news for air companies, airports, and aviation technologies.

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