Lufthansa Sends Off Its Iconic Yellow, Takes To The Skies With A Blue Redesign
By Mikelle Leow, 02 Feb 2018
Composite image by DesignTAXI. Top image via Wikimedia Commons, bottom video screenshot via Lufthansa News
Lufthansa has announced its first major rebrand in years, and it’s perhaps the most significant yet: the lively yellow that has stuck since the 1960s is no more. Instead, it will be replaced with a ‘Lufthansa Blue’.
While the German aircraft company has remained vague about the overhaul (the official announcement of the redesign will be on 7 February 2018), Frankfurt Flyer has picked up some new branding collaterals from media sources like On Board Magazine, Lufthansa Magazine, and the Lufthansa intranet.
Lufthansa’s ‘crane’ mascot turns 100 this year, and in celebrating its anniversary, the airline hopes to bring more visibility to its presence.
The disc that surrounds the bird is a striking yellow, and Frankfurt Flyer says that the color—while iconic—has not appeared anywhere else on the Lufthansa aircraft. Further, the company wanted to drop the logo’s “fried egg” image.
The planes’ tails will be painted in the new blue, bringing “contrast [and clarity] to the radiant white of the ‘crane’… with the blue [now] extending to the edge of the cabins, the tail becomes optically larger.”
The ‘crane’ itself has been optimized for better scaling, and is said to be recognizable even on the display of “a smart watch.” Frankfurt Flyer explains that the feathers of its wings have become more pronounced and its beak “is lighter and more elegant.” The distracting circle around it has been slimmed down, drawing more attention to the animal.
“As a result, the ‘crane’ no longer seems locked up and appears more dynamic.”
DW News also reports that the rebrand will include a new typeface, citing designer Ronald Wild as its source.
Since it’s a pretty substantial revamp, Lufthansa’s CEO Carsten Spohr says it will take about eight years to paint its 330 engines the new color. However, about 40 aircraft will sport ‘Lufthansa Blue’ fins by the end of this year.
Check out some Twitter responses from creatives below. Do you enjoy Lufthansa’s more grown-up branding?
BREAKING: Lufthansa has a new design.— ᴛᴏʙɪᴀs ᴠᴀɴ sᴄʜɴᴇɪᴅᴇʀ (@vanschneider) February 1, 2018
One of my all time favorite brands says goodbye to their most unique & strongest visual asset. The Lufthansa yellow.
The primary color has been replaced with a popular one: Blue pic.twitter.com/pq1XKWuxm6— ᴛᴏʙɪᴀs ᴠᴀɴ sᴄʜɴᴇɪᴅᴇʀ (@vanschneider) February 1, 2018
Yeah... that’s a pretty big change. Surely the yellow is more recognisable than the logo itself?— Logo Geek® (@Logo_Geek) February 1, 2018
That's a bummer. It still looks clean and fine but that yellow was so iconic.— Daniel Burka (@dburka) February 1, 2018
As some have already mentioned, it looks like a Cargo plane now.— ᴛᴏʙɪᴀs ᴠᴀɴ sᴄʜɴᴇɪᴅᴇʀ (@vanschneider) February 1, 2018
Ugh why. Blue is the most boring and overused brand color— Dario Vaccaro (@DarioMVVaccaro) February 1, 2018
Lufthansa is all grown up! The new design screams ‘premium’.— WANDERWORTH (@wanderworth) February 1, 2018
That's a bummer. It seems they replaced the yellow with the previous secondary color which was a dark shade of blue. Worked on a project for them before and I feel for whoever has to update the bazillion of assets because of this -unnecessary- change.— Chakib Tsouli (@tsoulichakib) February 1, 2018
It seems they did not: https://t.co/W2RKn7os81— Linus Luka Bahun (@LLukaB) February 1, 2018
It was the best yellow! This is sad news.— Atle Mo (@atlemo) February 1, 2018
Bummer they drained the juice from their brand. The yellow gave it such electricity.— Blake Queue (@blakenbush) February 1, 2018
Love this new livery. Perfectly simple and it doesn't need to be anything else. It looks sleek, refined and right up to date. The removal of the yellow delivers this with no other radical need for change to the branding. Very clever 👌🏼👍— Aiden 🌍 (@Its_aiden) February 1, 2018
[via Frankfurt Flyer, images via various sources]
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