Lufthansa’s iconic crane logo – widely considered to be among the industry’s most recognisable trademarks – has been given a new lease of life as part of a major brand refresh. Airliner World’s Craig West reports.
Refreshing a brand can be a costly and time-consuming endeavour, so such exercises are rarely undertaken lightly. While some airlines refine their liveries and logos frequently, others – including Lufthansa – have remained largely unchanged for decades. On February 7 the German flag carrier ended months of speculation when it revealed a striking new colour scheme – its first such change for almost three decades.