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LUFTHANSA’S NEW LIVERY

Our online piece on Lufthansa’s new livery (pictured right; read the story on page 14) elicited many comments from readers. Here is a selection of their thoughts on the new design.

➜ ISTANBULWARRIOR

I have to say that this is probably my favourite in what has otherwise been a series of botched rebranding exercises at legacy carriers.

➜ TRIDENT3

At least the crane survives… Might grow to like it…

➜ SSCAF001

It recalls the UTA French Airlines design.

➜ J.J.LASNE

You are right!

➜ FREDERIC

Really?

➜ DAVIDDAB

Yellow on the exterior was iconic – pity it has been removed entirely. A 100year legacy is gone in favour of what is termed “digital age” image! Nonsense!

➜ LONDONFLIGHT

I wonder where the “predominantly positive” feedback has been gathered from. If it checks the response to the new livery on Facebook, Twitter, Flyertalk, etc, it will see that the overall reaction is quite the opposite.

➜ J.J.LASNE

All they did is go from yellow to dark blue…

➜ NEIL

Much cleaner and fresher, the yellow was more Ryanair than Lufthansa.

➜ MD1989

I personally think it should switch the blue for yellow! Yellow will bring more cheer to every airport it serves, especially in Europe where the sky is constantly grey. For me, that dark blue is so depressing and uncreative.

➜ SGVANCOUVER

Oh my, that’s horrific… what a shame. I can’t believe they are dropping the yellow from one of the most instantly recognised aviation logos. Sad day.

➜ GIVINGUPBA

I agree with you. In my opinion, this new logo is in no way an improvement.

➜ MARTYNSINCLAIR

I think it’s very nice – reminds me of my football team. Either way, though, it won’t change my life.

➜ SCHAIBLE

I am shocked about this. In my opinion, the yellow belongs to Lufthansa’s uniforms, the planes and corporate design in general. The new design makes the aircraft look boring and cheaper! I guess Lufthansa simply likes to save a lot of money in the long term by cancelling the yellow from its order lists for aircraft painting and printer toners.

➜ FLIGHTLEVEL

Yellow is part of its country flag colours too [Germany: black, red and “gold”]. Will the uniforms be a simple blue and white now to save costs – it now looks Greek to me!

➜ PAULKAZ

Good to double-check the name on the plane or end up in Damascus.

➜ ICARUS

How boring and uninspired. Was the design team year one at the local high school? Then again, I’ve seen better designs from five-year-olds.

➜ ICENSPICE

Unlike other recent makeovers (American Airlines, Cathay Pacific), I think this one will prove more difficult to get used to.

➜ NICEVANS

It’s just amazing that companies spend millions of Euros on the launch of these rebrandings. How much did it cost to launch in South Africa? Is the airline afraid we might not notice if it didn’t hype it? Would the money be better spent improving the customer service?

➜ DARWIN

Boring… what’s so special with the new Lufthansa blue?

➜THE WORLD TRAVELLER

Very smart.

➜ IBRIAN

I agree… very smart. With the crane being such an iconic logo, you don’t want to mess with it.

A sign of a great logo is that it looks sharp even in its simplest form. Here, Lufthansa has a refined, modern, simple and elegant colour combo of silver and a deep blue.

At first? I was sad to see the classic signature Lufthansa yellow-gold go away. But if you think about it, you want your travel experience to be smooth and uneventful from the trials that are so commonplace in travelling today, and yellow is not the most calming or comforting colour. The deep blue and silver are peaceful and bold at the same time. A refined version of black and white, if you will.

Plus, it differentiates Lufthansa from LCCs such as Ryanair. I’m happy Lufthansa kept its typeface (similar to Helvetica Black) – this font is as iconic and brand-worthy as the crane. This refreshed and refined livery will look great in any environment; on the ground or in the air. Can’t wait to see it when Lufthansa takes delivery of its new 777s,

and it looks fantastic on the 748-8I and I’m sure it will look great in the A350. Wait until you see these in person!

All the best brands have simple designs that can be updated and translate well with simple refreshes from time to time. A testament to such a legacy carrier that has long been a leader in commercial aviation. Very smart!

➜ SGVANCOUVER

iBrian… is someone paying you for these comments lol!!!

➜ IBRIAN

Lol – I know, right?! No-one paid me, though. Obviously, there are far more exciting liveries out there. But an airline such as Lufthansa is very unlikely to deviate too far from its brand as it is already a very well-established brand.

I’ve read on other blogs that this is about as far as you can go in simplifying a logo/branding… and that if it went any further, nothing would be left!

I do agree with that statement, and yes, I can also see this “refresh” being interpreted as “boring” , but it’s still very identifiable. And imagine how great special liveries for different events or causes could look with this new, very basic updated look. There’s a lot of potential in that regard. As far as all the comments, that five-year-olds could design something better, etc – that is so cliché! Sure, kids can do amazingly creative things that are definitely more inspirational, but it’s so cliché to make comments like that – and these kinds of reactions can easily be interpreted as unoriginal. Same thing about “for all the millions spent…” – Those comments are also very cliché and unoriginal.

So, if people want to complain about something because they think it’s boring or uninspiring, then please do try to be a little more creative and inspiring and constructive in your remarks, too! Otherwise you’re just as bad as what you’re complaining about! Saying this all very light-heartedly. ;)

➜ JAN

Awful. Boring. Just wondering how long and how many creative people worked on this (and how much it cost).

➜ KRISTIANL

BORING. LANG WE I LI G. Yet Lufthansa probably paid millions to some ad agency for this. Amazing how many airlines have rushed to design mediocrity. Think Iberia as well. If it ain’t broke, don’t fix it!

➜ JH

How much money did LH pay to have this “3rd grade art class” livery designed? Welcome aboard UTA Qantas Blue German Airlines!

➜ RONALDDENEEF

Clinical, cold, not very inviting.

➜ MKCOL74

So spot on for Lufty then.

➜ ARABTRAVELLER

Looks very reminiscent of Syrian Air’s livery.

➜ AH,MR.BOND

God how dull, and this is costing what? I assume iBrian is the designer?

➜ ROMEHGERAGONIS

It’s LUFTHANSA! Every one of us across the globe is different, and so are airline liveries. We are not liked by everyone, and neither are liveries – if we were all the same, life would be boring. Liveries are like fingerprints, they distinguish identity – but it’s our soul that makes us unique. Cheers! BT