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Lufthansa Brand Relaunch / CI/CD relaunch

Lufthansa Brand Relaunch
Lufthansa Brand Relaunch

Discipline: Communication

Discipline: Communication

In 2018, Lufthansa’s crane logo turned 100. The airline saw this anniversary as an opportunity for a design relaunch in line with the new requirements of ever increasing digitalization and globalization. The brand’s strategic repositioning focuses on a new definition of "premium" and on having empathy for people in their various contexts. Accordingly, an iconic, minimalist corporate design has been developed that is contemporary and also expresses even higher quality than the previous version.


  • DEVELOPMENT TIME 25 - 36 months

  • TARGET REGIONS Africa, Asia, Australia / Oceania, Europe, North America, South America

  • TARGET GROUPS Consumer / User

Client / Manufacturer

Lufthansa Technik

Deutsche Lufthansa AG
Frankfurt/Main, Germany

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Martin et Karczinski

Martin et Karczinski
Munich, Germany

Alexander Schlaubitz Nicole Mies Ronald Wild Gerhard Kaltenborn Peter Martin Alexander Beutel Johannes Kemnitzer Birte Helms

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