Lufthansa Brand Refresh

Lufthansa Brand Refresh

The new strategic orientation of Lufthansa as a premium airline resulted in a visual refresh. The corporate elements needed to be updated in order to define a strategic, consistent use for new media that fits the new brand story: Enriching traveling experience. From the very beginning, I have been part of the growing Lufthansa Refresh Team. Redesigning the crane for different sizes and usage, creating the type designer’s briefing for Lufthansa’s new corporate font has been my main responsibility.

client: Lufthansa
category: Rebranding
agency: Martin et Karczinski
awards: Brand of the year 2018,
Corporate Design Preis,
if Award Red Dot Award 

client: Lufthansa
category: Rebranding
agency: Martin et Karczinski
awards: Brand of the year 2018,
Corporate Design Preis,
if Award Red Dot Award 

Overview

Redesign of the crane for today’s needs
The crane needed to be redrawn in order to create a modern appearance. Very soon in the process, we decided on a more filigree and dynamic appearance. Moreover, I drew a small version and we did a range of testings for different usage in several media, materials and inverted use.


In the beginning, I have redesigned the Lufthansa crane in the Glyphs App (font editing program). Since logos like the Lufthansa crane have similar conditions like a font, it helped me to draw precise curves, compare versions, and easily check sizes or invert use.


In the beginning, I have redesigned the Lufthansa crane in the Glyphs App (font editing program). Since logos like the Lufthansa crane have similar conditions like a font, it helped me to draw precise curves, compare versions, and easily check sizes or invert use.

Adjustment of color and material
Everything is connected – especially in a corporate design process. You will still find blue and yellow in Lufthansa’s communication but in a new quality. The new visual appears with a deeper, more premium blue that creates an atmosphere of vastness. 


The yellow shines brighter now and it fits the purpose:  Providing orientation, identification, and a call to action or to differentiate.

Lufthansa Sans — Type Briefing
From the very beginning, I was convinced that Lufthansa needed a new typeface that is more than another version of Helvetica. In the end, the brilliant Hannes von Döhren was chosen to create the new visual language for Germany’s most popular airline.


Part of my job was to research and compare different typefaces in order to get the visual essence of the original DLH Helvetica, and find out how far we can go with the new Lufthansa Sans. It was my task to give briefings with templates for type designers to explain future needs and to achieve a balance between the branding approach and technical requirements as well as make the pricing comparable.

New livery
The Lufthansa Refresh Team and other colleagues from Martin et Karczinski created together more than 300 different drafts of livery designs. The final choice was driven by the idea of iconic strength and timelessness.


Part of the design process was the design of 2D sketches in different perspectives, 3D video animations, and consulting the livery expert David Hedley-Noble for creating a new lacquer.

Selected Works

BridgeType Design

The General GoodLettering

Franz SansType Design

why don’t you…

just call me!

just call me!

just call me!

email me at hey[ät]monafranz.com write a letter to Mona Franz | Sommerstraße 43 | 81543 München be my friend or whatever on facebook  follow me on instagram check out my never updated behance visit me on franzsans.de anyways, let’s stay in contact on linkedIn or xing tweet something @mona_franz_ talk to me!

email me at hey[ät]monafranz.com write a letter to Mona Franz | 
Sommerstraße 43 | 81543 München be my friend or whatever on facebook 
follow me on
instagram check out my never updated behance visit me on franzsans.de anyways, let’s stay in contact on LinkedIn or Xing tweet something @mona_franz_ talk to me!

email me at hey[ät]monafranz.com write a letter to Mona Franz, Sommerstraße 43 81543 München be my friend or whatever on facebook follow me on instagram check out my never updated behance visit me on franzsans.de anyways, let’s stay in contact on linkedIn or xing tweet something @mona_franz_ talk to me!

email me at hey[ät]monafranz.com write a letter to Mona Franz | Sommerstraße 43 | 81543 München be my friend or whatever on facebook follow me on instagram check out my never updated behance visit me on franzsans.de 
anyways, let’s stay in contact on linkedIn or xing tweet something @mona_franz_ talk to me!

+49 176 640 985 74

+49 176 640 985 74

+49 176 640 985 74