Good news for Lufthansa fans who feared they might miss the airline’s famous “melon yellow” brand colour – it won’t actually disappear entirely from Lufthansa’s planes after all. Instead, a bold dark blue will become the leading brand colour while the yellow will be used to “accentuate” other aspects of the brand.
That was just one detail revealed today as Lufthansa finally unveiled its long-anticipated new livery and brand image. Last week, the airline’s very own chief executive, Carsten Spohr leaked photos of the new design and Lufthansa’s marketing department has been going to great lengths to promote the design ahead of today’s ceremony.
“Lufthansa has changed and is more modern and successful than ever. From now on, this will also be visible to the public through a new design,” explained Spohr at the event held at Lufthansa’s hub in Frankfurt.
Yesterday, a video released on Lufthansa’s Youtube channel explained there were three main reasons for the brand refresh – to make the airline more “premium”, to make it “digitally fit” and finally to make the brand more “clear”.
Alexander Schlaubitz, Vice President of Marketing at Lufthansa said there had been too many versions of the same logo leading to different interpretations of what Lufthansa meant to consumers. He blamed the fact that Lufthansa’s use of blue and yellow had been “equally weighted” in the past.
But passengers don’t need to mourn the loss of “melon yellow” altogether. The airline says it will feature on boarding passes, at Lufthansa airport counter’s and even right by the aircraft door.
The new look branding is the first time Lufthansa has embarked on such a project in 30 years – the airline says the world has changed so must it’s brand image. The design team created more than 800 designs and even came up with its own bespoke colours in a laboratory.
And while, until now, Lufthansa has been promoting just the exterior livery, more changes will be coming to the inside of the aircraft as well. Cabin crew will get a slightly refreshed uniform – mainly through new accessories, with you guessed it, melon yellow accenting.
On top of that, Lufthansa will be updating the look of onboard tableware, bedding and amenity kits – the airline estimates that over 160 million items will need to be exchanged over the next two years.
At the event, Spohr was talking up Lufthansa’s performance, saying: “The booking situation in the first months of this year has been good.” And while Lufthansa hasn’t yet reported its financial results for 2017, Spohr was keen to tell journalists that it had been a record year for profit.
The next 12-months will see Lufthansa building its premium brand alongside SWISS and Austrian Airlines. At the same time, the Lufthansa Group will be expanding its low-cost Eurowings operation.
