Lufthansa’s ‘Bland, Pointless’ Redesign Gets Boarded By Scathing Critiques
By Yoon Sann Wong, 06 Feb 2018
Lufthansa’s new livery. Image via lufthansa
Lufthansa’s latest redesign, which saw its iconic 100-year-old yellow logo replaced with a ‘Lufthansa Blue’, was recently leaked ahead of its official 7 February unveiling. This marks Lufthansa’s first major revamp in more than 50 years, through a project led by in-house designer Ronald Wild.
Since the unveiling, the visuals seem to have garnered more nay than yay across the industry and design landscape. In addition to the initial comments that expressed sadness over the sending off of Lufthansa’s beloved yellow, industry personnel and designers are leaving their take on this “design belly flop,” as described to Dezeen by industrial designer Clemens Weisshaar.
Enrique Perrella, editor-in-chief of Airways magazine, tweeted, “My disappointment towards new liveries is increasing at absurd proportions. Lufthansa now joins LATAM, Iberia, Avianca (and more) in this ubiquitous eurowhite, bland, pointless design pattern.”
German architect and designer Otto Firle originally made Lufthansa’s well-recognized former logo below, which sees a flying crane inside a circle, for the brand’s predecessor Deutsche Luft-Reederei (DLR). Graphic designer Otto “Otl” Aicher and his students from Ulm design school, which he co-founded, subsequently added the yellow in the sixties.
Aicher’s update of the crane logo, and the introduction of lowercase Helvetica Bold as the carrier’s font, was heralded as “one of the 20th century’s most successful and long-lasting corporate rebranding exercises,” by Disegno magazine.
Weisshaar, who’s one half of design duo Kram/Weisshaar, described the remake to Dezeen as “a design belly flop of epic dimensions” that resembles a “dodgy insurance company” or “a failed bank.”
“The new Lufthansa identity seems to ignore [Aicher’s] legacy,” Weisshaar commented. “It opts for a corporate blue that comes straight out of a late capitalist nightmare… What we’ll miss most is one of the most beautiful liveries in the skies, with this unbelievably elegant grey underbody.”
Similar to other comments, design journalist Daniel Golling highlighted that Lufthansa was essentially starving its fleet of “one of its most distinguishing features.”
The eye-catching Lufthansa yellow that had it “[standing] out among all the white, blue and red in the airline industry” will be slowly stripped from its 330 engines over the next eight years.
“With the new livery that is being rolled out Lufthansa is moving into what is becoming generic design territory inhabited by Iberia, Avianca and others… A Eurowhite fuselage ending with a colourful tail fin that is allowed to extend in an embrace of the entire tail of the plane,” said Golling.
In addition, he described the redesign as “a sad fate for an industry that used to invest so much prestige in logos and liveries and most likely not what legendary German graphic designer Otl Aicher envisioned when, in 1962, he and his team made the yellow of Lufthansa warmer as a hint to the democratisation the airline industry underwent at the time due to an increasing number of vacation travellers.”
This is it! @lufthansa’s new livery. @staralliance #LufthansaBlue @lufthansaNews #ExploreTheNew @BoeingAirplanes #newlivery @aerode @McWhirterAlex @jonostrower @SpieleWERT @frankfurtflyer @brandonsblog @OneMileataTime @HofmannAviation @FlightGlobal pic.twitter.com/ZsmA8Oq7Sh— Aeronews (@AeronewsRO) February 1, 2018
My disappointment towards new liveries is increasing at absurd proportions.— Enrique Perrella (@Enrique77W) February 2, 2018
Lufthansa now joins LATAM, Iberia, Avianca (and more) in this ubiquitous eurowhite, bland, pointless design pattern.
Great job, @Powertothethird. You're spot on.
Story: https://t.co/2qlxsuiHv2 pic.twitter.com/ZMi3CL3ISB
More related news